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

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), known as the 5 tiger generals. Unlike the traditional images, Tiger Beer redesigns their image with modern musical instruments, instead of weapons.

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% increase of total brand awareness.The sales gained the record high with 15% growth.