Droga5 establishes Asia presence but cool on full office after Tiger win
Droga5 has established a presence in Singapore on the back of its win for global creative for Tiger Beer, but the bosses of the Sydney office have poured cold water on suggestions they agency will open an Asia office soon.
Last night Tiger revealed its new brand identity ‘Tiger Uncage’ in a bid to move the brand into a more upmarket positioning in the Asia region, with the work coming from the Sydney office of Droga5.
However, Droga5 Sydney CEO Sudeep Gohil said the agency, which started in New York and last year opened a London branch, is not rushing to start a presence in Asia, instead hiring Tribal DDB account director Simon Lockyer to run the partnership in Singapore.
Inspirational story – check
Real people – check
Philosophising – check
Aspirational call to action – check
This is the same strategy that Tiger has had for the last decade?
It has used different artists, in many different forms.
Last time I remember it was under the banner of Tiger Translate.
For the East it highlighted people who were successful.
For the West it was pitched as reverse colonisation.
I must say I do not find this entirely ground breaking.
Well shot though.
What’s your white rabbit…er….tiger?
“Aspirational call to action”?!? so you’re telling me the Tiger campaign is ‘prompting’ me to live my life uncage or i am like those who live their life uncaged therefore, ‘buy’ into the Tiger brand.
So next time i’m in the pub, i’ll buy Tiger because i want to live my life uncaged or want to be ‘identified’ as those people who live uncaged lives. Seriously?!?
I’m a planner and even to me it;s seems a bit of smoke and mirrors. Argument would be “we’re building a brand”, but brands in sportwear, fashion, banking, life insurance, etc – are saying the exact same thing with the same type of “brand ambassadors”, it’s only their copywriter who is different….
Droga…masters of spin.
They win a beer account and now they are ripping up Asia. Please Droga….dont do another VB.
Maybe get your pr team to write your Tiger campaign. Because clearly they make everything sound awesome.
I couldn’t agree more @gkn
Inspirational and aspirational should’ve been caged in “” “”.
It’s doing all the things that all big brands are doing at the moment and the result is pretentious nonsense totally unrelated to the brand. And the VO is totally lame.
Should’ve added:
Slow motion for added intensity – check