Drinks Tiger Beer

News – January 2023

Tiger Launches its 2023 Chinese New Year Campaign – ‘Cheers to Bold Beginnings’

Make your way over to the Tiger ‘Cheers to Bold Beginnings’ event space at the concourse of Tropicana Gardens Mall in Petaling Jaya to experience the festivities!

With the launch of its “Cheers to Bold Beginnings” CNY campaign on 5 January 2023, Tiger invites fans to pause this Chinese New Year (CNY) and celebrate past moments to reinvigorate their inner Tiger for an even bolder tomorrow. Tiger presented “Gan Gan Chong,” which translates as the spirit to breakthrough, as a blessing of boldness this Chinese New Year.

Tiger collaborated with three local artistes, Dato Maw, Han Xiiao Ai, and Danny Lee, to record the CNY song and music video “The Boldest Chase,” which brings this blessing to life. The three artistes were selected to represent the brand because, as seen by certain appropriate allusions in the song lyrics, they share the same fearless attitude to courageously conquer the obstacles in their path. The song is available on the campaign’s microsite, YouTube and Spotify (for ages 21 and above only).

“The Boldest Chase” is a unique experience that inspires users to interact with the content and win exclusive prizes. Viewers will be able to access the prizes by tapping on the screen of their mobile devices or clicking the “T” key on their computers when they see the lucky Tiger logo. The campaign’s launch event was held at the Tropicana Gardens Mall’s concourse area, which was transformed to appear like the vibrant streets of Chinatown. The music video was unveiled there, and the event also featured a number of interactive games for guests to enjoy.

The Management Team of Heineken Malaysia Berhad at the Media Launch of Tiger’s CNY Campaign for 2023 – Cheers to Bold Beginnings.
Lots of Instragrammable setups for shoppers to use!

“Last year we roared together and made the best out of a challenging and disruptive year! This year we encourage our fans to have a bold courage to face the challenges of 2023 with the spirit of “Gan Gan Chong”. With our nationwide activations and promotions, we want our fans to take a moment to celebrate the joy of true togetherness to inspire a better Year of the Rabbit.”

Roland Bala, Managing Director of HEINEKEN Malaysia

Guests were treated to an energetic performance by the three artists upon checking out the interactive activities such as the ‘Trail of the Tiger’, ‘Roar Challenge’, ‘Gold Bar Challenge’, ‘Gan Gan Chong’ Dance Challenge, and ‘Lou-A-Fortune’ game. Shoppers and visitors to the mall can also enjoy these activities where exclusive prizes await from now until 23 January 2023 at Tropicana Gardens Mall in Petaling Jaya.

With Heineken Malaysia Managing Director Roland Bala – one of the coolest MDs I’ve had the pleasure of meeting

Ed – When Tiger (or Heineken Malaysia) throws a party, they really throw a party (like the recently concluded ‘Cheers to the Bold’ Finale Viewing Party which you can read about here – https://timchew.net/2022/12/30/happenings-december-2022/)! After the launch, we were treated to an extravagant dinner at Extra Super Tanker Restaurant with an energising lion dance performance, yee sang toss to commemorate the occasion and invite abundance for the Year of the Rabbit, as well as stage performances. I can’t wait to see what else Heineken Malaysia has in store for consumers this year!

Thanks for having me at the launch. Cheers to a bolder tomorrow!

Photo credits: Heineken Malaysia and author’s own


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