THE COOLEST LAUNCH — Tiger Crystal Launch Campaign

A beer brewed at -10C calls for a launch like no other. To create the coolest experience for Gen Z drinkers, we took over an ice factory — and turned it into everyone’s favourite place to chill.

Our integrated campaign was amplified through social media content, Instagrammable installations, and KOL activation.

The campaign was so successful that it has become a blueprint for other markets. Terence Chen, marketing manager at Asia Pacific Breweries, also shared that this was the "most successful product launch event in Tiger's history".