Tiger Beer has become the fastest growing lager in Nigeria. But with the Nigerian National Elections taking over all advertising mediums, predicted resurgence of the #ENDSARS issues, the financial instability of the Naira, and fuel subsidies being taken away, 2023 was going to be a challenge for sales. But instead of running away, we decided to lean into this difficult period and focus on growing equity.
To date, the brand has grown tremendously because of on-the-ground activities through highlighting Tiger Beer positioning of “Live Uncaged” – uncaging the creative possibilities of life. During this tumultuous time, we needed to live up to the brand promise of “uncaging creative possibilities” despite low optimism. How do we bring some energy and creativity back to the our consumers’ world, and find ways for them to connect in a fun and more lively manner with the brand and with themselves?
Globally, Tiger Beer is “born from the streets”, focusing on Street Food, Street Music and Street Art with international success. But that looks very different in Africa. The challenge was to find the nuances of those passion points and translate that into our Nigerian market, so that our consumers could see themselves in the brand, and see that the brand supports the passions they enjoy and recognises their need to escape their daily troubles. Ultimately, the objective was to make the brand into a better representation of our community and audience.
We worked with local agencies to identify the right situations, people, influencers and channels to ensure that our 360 campaign landed in a more local, more relevant & more meaningful way, with our Tiger Beer TVC production becoming the first to be shot outside of the Asia-Pacific (APAC) region.