I was at the launch of Tiger Beer's ‘Cheers to a Bolder Tomorrow’ CNY 2024 campaign last week at Sunway Velocity Mall in KL. In Chinese culture, the dragon is seen as a strong and alluring zodiac sign that represents a terrifying force when paired with the tiger's vitality. For this reason, Tiger Beer is encouraging people to celebrate their courageous achievements and set even greater goals for the Year of the Dragon.
Tiger Beer is encouraging Malaysians to celebrate their courageous achievements and set even bolder ambitions for the year ahead
A video of a gigantic tiger and dragon interacting in KL City surfaced on social media last week, piqueing people's interest. Tiger Beer was the brains behind the popular prank, and it was revealed today that his goal was to encourage Malaysians to embrace their biggest aspirations this year by freeing up their inner bravery.
The Tiger CNY 2024 in-mall activation at Sunway Velocity Mall KL, available for shoppers to check out as they Cheers to a Bolder Tomorrow
As of today, Tiger Beer will be taking over the concourse area at Sunway Velocity Mall until 28th January, Gurney Plaza (Penang) from 24th January until 12th February, and Ipoh Parade (Ipoh) from 23rd January until 9th February. Here, shoppers can win exclusive merchandise when they take part in a variety of on-ground games, each requiring a unique set of skills to win. From putting speed and precision to the test to using coordination, there are many ways to score exclusive Tiger Beer merchandise. At the official media launch, members of the media got an exclusive first look and tried their hand at the activities.
Guests checking out the Tiger CNY 2024 in-mall activation at Sunway Velocity Mall KL
A guest trying their hand at the Boldest Spin
A guest trying their hand at the Ongpow Wall
Kicking off the official launch, Roland Bala, Managing Director of Heineken Malaysia Berhad, and Willemijn Sneep, Marketing Director of HEINEKEN Malaysia, set the tone for the evening with the crowd as they excitedly chanted the campaign tagline, ‘Gan Gan Chong’ before the launch animation video was played.
The HEINEKEN Malaysia management team tossing a lou sang as they usher in the Year of the Dragon
Mr Roland Bala, Managing Director of HEINEKEN Malaysia, addressing guests at the Tiger CNY 2024 media launch
“CNY is a time when we come together with friends and family optimistically hoping for a prosperous year ahead, and Tiger Beer wants to be part of the celebration with everyone. With attractive nationwide activations and promotions, we want our loyal consumers to experience the formidable force of the tiger and the dragon as they ‘Cheers to a Bolder Tomorrow’ by setting ambitions even bolder than before,” said Roland Bala, Managing Director of Heineken Malaysia Berhad.
The Tiger X Against Lab booth at Sunway Velocity Mall KL
Also new this year is the ‘Bolder Tomorrow’ IG Filter by @TigerBeerMY. To unlock the filter, scan any Tiger Beer logo physically or digitally to generate unique New Year blessings, share it on Instagram Stories mentioning your biggest goal for 2024 and stand to win merchandise from the Tiger Beer x Against Lab Year of The Dragon collection. This collaboration blends the brand’s heritage and Against Lab's contemporary edge, shaping a bolder tomorrow in fashion. The collection, consisting of five pieces, will be sold exclusively at in-mall experiences and online on againstlab.com.
Check out the lion dance performance at Tiger Beer event below:-
When you purchase beers under the portfolio this Chinese New Year, don't forget to check out the adventures taking place across the country and redeem exclusive items. Visit tigercny.tigerbeer.com for additional details about the Tiger Beer CNY 2024 campaign, apparel, contests, and giveaways.
As usual before I end my post, here's a reminder to all my readers – Remember to drink responsibly, please do not drink and drive. Grab an e-hailing ride or get a designated driver. Cheers!!!
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