Anchor Refreshingly smooth beers
WINNING PORTFOLIOS
Anchor beer was first brewed in 1933, by the Archipelago Brewing
Company in the former British colony, Malaya. With firm European-
German roots, the brewery became part of Asia Pacific Breweries in
1941. More than 75 years later and Anchor beer is now brewed across
Asia Pacific.
The brand connects and engages with its
consumers through traditional advertising
campaigns, digital and social media
platforms, and sponsored events, all of
which maintain the energetic, aspirational
and dynamic essence of the brand.
Sponsored events include Tiger Street
Football and Tiger Translate, a cross-
cultural creative platform that highlights
Asia's brightest creative talent, and
facilitates collaboration with Western
visionaries through a series of events and
exhibitions.
Launched in 2011, Tiger Street Football
(TSF) is an electrifying, high-speed
platform for players to showcase
their distinctive style and talent while
providing power-packed on- and off-
pitch entertainment for spectators.
Approximately 1,500 teams participated
in 2012's adrenaline-filled competition.
An integrated ad campaign for the
event was launched across TV, print,
experiential events and digital platforms.
The buzz the campaign created around
the event was clearly reflected in the
increased number of entrants for 2012's
competition. The campaign's digital
component was also well received, and
resulted in an exponential boost in Tiger's
Vietnam Facebookfan base.
New Campaigns
"We are currently refining the proposition
of the brand, and a string of new
advertising commercials have recently
been launched to bring this to life,"
says Edmond. "Now that we are part
of FIEINEKEN, we intend to bring other
markets on board and have one common
essence - Asian Energy - so that Tiger's
global positioning is the same in each
market. Of course, it shall be tweaked so
that it's relevant to how each particular
market views Asia, but in essence it's the
same.
"We are also about to launch a major new
social media campaign at the beginning
of 2013 that will keep Tiger socially
connected with its consumers via key
platforms such as Facebook and YouTube,
in much the same way as the Fleineken®
brand is doing now," Edmond adds.
"Remaining connected and relevant to
our market is one of our key short-term
challenges, and that's where social
media comes into play and becomes very
important."
Huge Opportunities
Following the recent acquisition
by FIEINEKEN, Edmond sees huge
opportunity. "Being a FIEINEKEN brand
means that many FIEINEKEN markets
are now open to us, and these markets will
be willing to consider Tiger because we
are part of FIEINEKEN. It gives the brand
the opportunity to further expand our
global footprint."
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nchor aims to become
the leading mainstream
beer brand in Cambodia,
and maintain its market leadership in
China's southernmost province, Flainan.
Cambodia and Flainan are Anchor's two
core markets, but the beer also plays a
key role in supporting premium brands
- Fleineken® and Tiger - in Singapore,
Malaysia and Vietnam.
Anchor has four key variants; Anchor
Smooth, Anchor Ice, Anchor Lite and
Anchor Strong. These appeal to a broad
12 World of HEINEKEN Edition 1 2013
