Tiger Reveals More 'Hidden Depths' In New Limited Edition Packs

14th December 2012

HEINEKEN’s Tiger beer is building on its ‘Hidden Depths’ promotional activity with the introduction of impactful limited edition secondary packaging to celebrate the festive period and the Chinese New Year.

The new design for 4, 12 and 24 x 330ml bottle packs, focuses on the iconic Tiger image and creates eye-catching shelf standout that complements the primary packaging and enhances the premium lager brand’s Far Eastern provenance. Promotional activity in Waitrose, Sainsbury’s, Morrisons and Co-op will drive Tiger sales during the run in to the most important date in the Chinese holiday calendar. and the latest phase of the brand’s ‘Hidden Depths’ campaign will be amplified through advertising in key print titles including Metro, the Evening Standard and Time Out.

Martin Porter, Sales Director- Off Trade at HEINEKEN said, “The distinctive limited edition packs will reinforce the brand attributes and the inherent power of the Tiger iconography. The packs provide Tiger with a clear identity that is true to its Far Eastern heritage while enhancing its modernity and premium aspects to ensure that Tiger continues to engage effectively and consistently with its consumers.

“Tiger beer continues to broaden its ‘paw print’ with Facebook fans trebling in number in the past six months while its ‘Hidden Depths Live! ‘series of events has been seen by more than 3,600 people this year.”