In a move that will delight fans, Tiger Beer has announced a line-up of Chinese New Year festive activities including a series of exciting roadshows, attractive cash prizes and promotions, and even a specially concocted festive cupcake by newest uncage personality, Zenn Eng of Cake Spade, to usher in the auspicious Year of the Sheep. The festivities will also kick off with the release of a newly-commissioned collaborative illustration by London-based artists Shan Jiang of Shotopop fame, and Jacky Tsai, who is best known for his floral skull designs in partnership with Alexander McQueen, fusing together their designs with the iconic blue Tiger beer livery during this celebratory period.
The special, limited edition illustration features a re-imagined design of the iconic Tiger image, conceptualised to inspire ‘courage’ amongst fans. The auspicious design also includes lucky elements like goldfishes and cherry blossoms to celebrate the cultural notions of prosperity and abundance. The illustration will feature on all Tiger Beer quart bottles, festive packs and selected premiums.
Tiger Beer Chinese New Year Limited Edition Promotional Packs (available in 24 x 323ml cans) will be available from now at all leading supermarkets and hypermarkets. The recommended selling price (accurate as of 21 Jan 2015) is $53.50 whilst stock last.
To get people in the celebratory mood, Tiger has also prepared a slew of special, festive experiences that will roll out in the form of interactive roadshows starting on 6 February 2015. At selected supermarkets and hypermarkets island-wide, these roadshows, hosted by celebrity hosts such as Lina Ng (‘Huang Shu Fang’) and Lin Youfa, will bring the festive cheer to the public. Besides a roaring good time, consumers will stand a chance to walk away with attractive gifts and cash prizes worth more than SGD180,000 by unlocking Uncage treasure cages.
In addition to the re-design and festivities, fans also stand a chance to win cash prizes up to SGD180,000 as part of Tiger Beer’s Chinese New Year promotion. On purchase of the Tiger Beer Chinese New Year Festive bottle (633ml), customers are advised to look out for special crown-liners bearing the mandarin characters of the auspicious phase: 恭(‘gong’), 喜 (‘xi’), 发 (‘fa’), and 财 (‘cai’), which translates to the phrase: ‘wishing you a prosperous year’, to redeem for attractive cash prizes. Simply find all four characters that make up the phrase: ‘恭喜发财’ (read: ‘Gong Xi Fa Cai’) or crown-liners with the ‘Tiger’ logo before end 28 February 2015 to win.
Additionally, lookout for the ever-popular Cai Shen Ye (‘God of Wealth’) who will also be roving around at coffeeshops and hawker centres island-wide redeem limited-edition Tiger festive premiums.
Tiger is also proud to announce an exclusive collaboration with local dessert start-up, Zenn Eng of dessert shop, Cake Spade, ahead of the Chinese New Year. Zenn joins other Uncage personalities that personify the Uncage proposition – courageous young Asian personalities that forge their own paths in pursuit of their passion, breaking free from conformity. The collaboration will see Cake Spade develop a special Chinese New Year-themed cupcake in a bid to uncage the concept of traditional festive feasting with a modern twist. Dubbed ‘Firecracker Cupcake’, the public can expect to indulge in a moist and fluffy walnut and citrus cupcake, topped with a rich, decadent buttercream infused with Tiger beer’s unique aroma and taste, completed with a sprinkling of festive ‘firecrackers’. Available exclusively at Cake Spade for a limited period1, the ‘Firecracker Cupcake2’ retails at SGD4.80 each.
1 Available for a limited time only, from now till 28 February at Cake Spade (1 Tras Link, #01-06, Orchid Hotel, Singapore 078867)
2 Firecracker Cupcake – Citrus cupcake base baked with nuts, and adorned with ‘firecrackers’ on Tiger beer buttercream icing. SGD 4.80