Tiger Beer had just launched Tiger Crystal, a new variant that was extra cold and extra refreshing that targeted a Gen Z audience. But Gen Z drinkers were increasingly disconnected from the category. So to engage with this audience, we tapped into Gen Z subcultures.

We realised that puffer jackets were blowing up in the world of Gen Z fashion, but they were too hot to wear in the tropics. So we created the first ever puffer jacket for the tropics, with a beer-powered cooling system, powered by ice-cold Tiger.

We got Gen Z fans talking about the puffer, and the extra cold, extra refreshing feel of Tiger Beer.

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The puffer jacket is one of fashion’s hottest items amongst Gen Z and millennials across Asia but there’s one challenge: it can’t be worn in the heat of the tropics.

We created the Tiger Summer Puffer, the first puffer jacket for the tropics.

This was an oversized puffer jacket, created by Izzy Du, the designer behind some of the wildest puffers in fashion.

The jacket had several tiger cues - from Tiger ears to Tiger fangs to Tiger stripes.

But what made it special was its inner workings. Within the stripes was a cooling system, inspired by the same technology that NASA uses to cool space suits - a liquid cooling garment.

Within the jacket was a network of tubes that pumped coolant around the body, reducing the body's temperature by up to 5 degrees Celcius.

To create this cooling effect a can of Tiger was inserted into a custom slot on the jacket, made for Tiger Beer cans. The coolant circulated this can and was chilled by it.