Tiger beer has selected Singaporean boutique agency Epic PR to handle all international comms for its ‘Tiger Coaster Film’ campaign to promote its new white beer.
The campaign seeks to take Tiger White beer, currently only available in Malaysia, to the masses through a crowd-sourced project in which beer drinkers wrote their movie ideas down on coasters.
The successful suggestions were then converted into a 14-minute film directed by leading Hollywood director Baltasar Kormákur, in conjunction with Australian advertising firm Droga5.
Following a competitive pitch which came down to two finalists, Epic PR was selected to handle international media outreach and PR on the campaign.
The agency has plenty of experience in the food and beverage markets, handling comms work for clients including Cointreau, Mount Gay Black Barrel Rum, Remy Martin and the Dalmore whisky.
Mylinh Cheung, CEO and founder of Epic PR, told PRWeek Asia: "Winning the 'Tiger Coaster Film' PR project to work with international media was a real coup for us, as not only is Tiger Beer a household brand from this region, but one that has shown impressive consumer engagement power with its latest go-to-market campaigns.
"Tiger Beer's brand link to Hollywood on this occasion and its nod to filmmaking creativity in Asia is something to be celebrated, and we are chuffed to be at the forefront of helping Tiger Beer and its creative partners tell this story."