FIVE TIGER HEROES - GUAN YU, ZHANG FEI, ZHAO YUN, HUANG ZHONG, MA CHAO

TitleFIVE TIGER HEROES - GUAN YU, ZHANG FEI, ZHAO YUN, HUANG ZHONG, MA CHAO
BrandHEINEKEN-APB
Product / ServiceTIGER BEER
CategoryB02. Drinks
EntrantLEO BURNETT GUANGZHOU, CHINA
Entrant Company:LEO BURNETT GUANGZHOU, CHINA
Design/Advertising Agency:LEO BURNETT GUANGZHOU, CHINA

Credits

Name Company Position
Chong Kin Leo Burnett ECD
Darren Zhang Leo Burnett CD
Jennifer Wang Leo Burnett ACD
Well Tan Leo Burnett ACD
Luo Rong Leo Burnett AD
Chanson Li Leo Burnett Designer
Jon Leung Leo Burnett Director of Client Service
Andy Kong Leo Burnett Brand Manager
Ken Mak Photographer

Brief Explanation

In the year of Tiger, how to ride on Chinese cultural trend and hook the youth with an innovative image of Tiger beer?

The Brief

Tiger Beer is not so popular among young people in China. How to increase the brand awareness among the youth?

How the final design was conceived

Tiger launched the "Sound of Tiger"- a crossover music show of Chinese Opera and Modern music. Riding on the same theme, limited bottles were released, which were inspired by the Five Heroes of Three Kingdom(a famous Beijing Opera), who know as the 5 tiger generals. Unlike the traditional images, Tiger Beer redesigns their image with modern musical instruments, instead of weapons.

Indication of how successful the outcome was in the market

Within 2 weeks, Tiger Beer limited edition were all sold out in all top 1 cities. Moreover, research reflects that Tiger Beer became "my favourite brand" among the youth with a 30% increasement of total brand awareness. The sales gained the record high with 15% growth.