Tiger Beer launches its 2024 ‘Cheers to a Bolder Tomorrow’ campaign

Tiger Beer is encouraging Malaysians to celebrate their courageous achievements and set even bolder ambitions for the year ahead.

In Chinese culture, the dragon is deemed to be a strong and desirable zodiac symbol – when coupled with the spirit of the tiger, they represent a formidable force. This is why Tiger Beer is encouraging consumers to recognise their courageous achievements and set even bolder ambitions for the Year of the Dragon. With a series of exciting promotions and activities filled with unstoppable ‘huat’, the ‘Cheers to a Bolder Tomorrow’ campaign was officially launched today at Sunway Velocity Mall to much fanfare.

The Tiger CNY 2024 in-mall activation at Sunway Velocity KL

Last week, a video of a larger-than-life tiger and dragon coming together in KL city was spread across social media, sparking curiosity among netizens. It was revealed today that Tiger Beer was behind the viral stunt and wanted to inspire Malaysians to uncage their inner courage to embrace their boldest ambitions this year.

As of today, Tiger Beer will be taking over the concourse area at Sunway Velocity Mall (Kuala Lumpur) until 28th January, Gurney Plaza (Penang) from 24th January until 12th February, and Ipoh Parade (Ipoh) from 23rd January until 9th February. Here, shoppers can win exclusive merchandise when they take part in a variety of on-ground games, each requiring a unique set of skills to win. From putting speed and precision to the test to using coordination, there are many ways to score exclusive Tiger Beer merchandise. At the official media launch, members of the media got an exclusive first look and tried their hand at the activities.

A guest trying their hand at the Ongpow Wall at Sunway Velocity Mall KL

Kicking off the official launch, Roland Bala, Managing Director of Heineken Malaysia Berhad, and Willemijn Sneep, Marketing Director of HEINEKEN Malaysia, set the tone for the evening with the crowd as they excitedly chanted the campaign tagline, ‘Gan Gan Chong’ before the launch animation video was played.

A guest trying their hand at the Boldest Spin at Sunway Velocity Mall KL

“CNY is a time when we come together with friends and family optimistically hoping for a prosperous year ahead, and Tiger Beer wants to be part of the celebration with everyone. With attractive nationwide activations and promotions, we want our loyal consumers to experience the formidable force of the tiger and the dragon as they ‘Cheers to a Bolder Tomorrow’ by setting ambitions even bolder than before,” said Roland Bala, Managing Director of Heineken Malaysia Berhad.

Meanwhile, the brand is also kickstarting the festive season for consumers to enjoy an array of enticing promotions near them as early as today! From now until 10th February 2024, at participating supermarkets and hypermarkets in Peninsular Malaysia, those who purchase selected Heineken Malaysia Berhad brews can get a free La Gourmet Multi Electric Grill and Hotpot or even a Reunion Dish Plate Set.

A guest trying their hand at How High Can You Lou at Sunway Velocity Mall KL

There’s more! From now until 15th February 2024, consumers at selected 99Speedmarts can purchase any two cartons of participating HEINEKEN Malaysia brands and stand to receive a free thermoflask, but that’s not all. Tiger is also bringing the celebration to selected coffee shops and food courts with performances, as well as enticing promotions and giveaways from 22nd December until 24th February 2024. Patrons who purchase big bottles of Tiger, Tiger Crystal, Heineken®, and Guinness can check under their bottle caps to see if they are eligible for the redemption of either an RM8,888 Cash Prize, the Tiger Mahjong Set, ora Reunion Dish Plate Set.

To further elevate the festive cheer, up for grabs is the iPhone 15 Pro Max or even RM88 TnG e-wallet credits – all consumers have to do is buy any two cans of beers under HEINEKEN Malaysia’s portfolio of brands at convenience stores, provisions, and mini markets, scan the QR code, and submit the receipt to participate in the contest from 25th December to 25th February 2024. Shoppers also stand to win RM388 TnG E-Wallet Credit or a Heineken® Poker Set when spending RM90 and above onparticipating brands at pubs and bars from now until 24th February 2024.

For those who wish to make their purchases online to enjoy their favourite brews at home this CNY can do so via Drinkies. With the purchase of carton bundles on Drinkies, consumers will receive a La Gourmet Multi Electric Grill and Hotpot from the 2nd to the 31st of January 2024. For gifting purposes to friends and family during the festive season, consumers can also purchase the Tiger CNY gift wrap on Drinkies which comes with a selection of festive greetings. Shoppers can also check out Shopee and Lazada to purchase brews from the HEINEKEN Malaysia portfolio.

The Tiger X Against Lab

Also new this year is the ‘Bolder Tomorrow’ IG Filter by @TigerBeerMY. To unlock the filter, scan any Tiger Beer logo physically or digitally to generate unique New Year blessings, share it on Instagram Stories mentioning your biggest goal for 2024 and stand to win merchandise from the Tiger Beer x Against Lab Year of The Dragon collection. This collaboration blends the brand’s heritage and Against Lab’s contemporary edge, shaping a bolder tomorrow in fashion. The collection, consisting of five pieces, will be sold exclusively at in-mall experiences and online on againstlab.com.

Be sure to check out the experiences happening across the nation and redeem exclusive merchandise when purchasing brews under the portfolio this CNY. For more information on the Tiger Beer CNY 2024 campaign, merchandise, promotions, contest, and giveaways, check out tigercny.tigerbeer.com, as well as Tiger Beer’s social media pages at www.facebook.com/TigerBeerMY and www.instagram.com/tigerbeermy. Tiger Beer and all related promotions and activities are strictly for non-Muslims aged 21 and above only. HEINEKEN Malaysia advocates responsible consumption and urges consumers to not drink and drive.


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