Tiger Beer calls a halt to pressures on young Southeast Asians

A Singaporean brand of beer first launched in 1932, Tiger Beer calls out the pointlessness of young people's relentless dash to achieve/succeed in this campaign celebrating the need to, well, celebrate. The call for 'a bolder tomorrow' was centred round the Lunar new year 2023, but carries a message for each and every day. The company's research into the pressures faced today by Gen Z and Millennials in South-East Asia indicated that a staggering 90% put pressure on themselves, with perceived needs for more confidence, better fitness/physiques, good homes and jobs topping their list of anxieties. Almost 60% reported feeling they had achieved nothing of significance over the previous year, and only 10% made time to celebrate their small wins. However, a large majority - 68% - agreed that they feel better when they do take the time to celebrate their achievements, and 58% went along with the need to stop and acknowledge life's small wins, ideally with others. What do you think of the campaign, which shows how Tiger Beer startled passers-by at Tanjong Pagar in downtown Singapore as young businesspeople dashing about suddenly stopped and froze to highlight the message? “Tiger Beer believes that we are all born with a Tiger inside us – a version of ourselves that knows no limits to what is possible.," says the beermaker. "But sometimes it can feel like the more we achieve, the further we’re expected to go.[,,,,] Tiger Beer is reminding everyone to stop and celebrate the successes that got them where they are today as the first step towards achieving even bolder ambitions in 2023.”

Keywords: Tiger Beer 'A Bolder Tomorrow', Gen Z Asians, Millennials southeast Asia, Singapore ads, wellbeing Asia, Asian youth, celebrating small wins, Le Pub APAC