This was a targeted and response-driven campaign.

We created the Tiger Summer Puffer as the first puffer jacket made for the tropics to earn PR headlines - to get people talking about the beer-powered cooling system which dramatised the intrinsic product benefits in a new way.

But importantly the jacket had to be worn by influencers and creators. They would wear the Tiger Summer Puffer and talk about how they could feel the refreshing chill from the Tiger Beer. Their response was central to our campaign.

Tiger Beer had just created Tiger Crystal a new variant that was extra cold and extra refreshing.

We wanted to communicate this to a Gen Z audience that was increasingly disconnected from the category.

So we tapped into Gen Z subcultures, finding something they did love - puffer jackets.

Puffer jackets were blowing up in Gen Z fashion but they were unwearable in the tropical heat. So we created the first puffer jacket for the tropics - cooled by ice-cold Tiger Crystal.

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.

The idea was to create the first puffer jacket for the tropics, with a beer-powered cooling system powered by ice-cold Tiger Beer.

We wanted to engage with Gen Z consumers who were increasingly disconnected from the beer category. Puffer jackets were massively popular amongst this audience, an insight we gathered from social listening to online communities. But they couldn't be worn in the tropics, or in the summer weather.

We worked with Izzy Du, the fashion designer behind some of the wildest puffers ever.

The jacket itself was designed with several Tiger design cues - from tiger ears to fangs to stripes.

The cooling system was inspired by the same tech NASA uses to cool space suits - liquid ventilation cooling garments.

To launch it, we released a series of films showcasing the jacket and the making-of process.

Then we invited influencers and the fashion press to try the jacket for themselves at Paris Fashion Week.

This led to coverage in respected fashion publications which thrilled our audience in Asia.

Then, we let our audience try it for themselves at Zoukout 2023, the biggest dance festival in Asia.

Even those who weren't able to see the exclusive jacket in person could learn about it online - learning about how it felt extra cold and refreshing, just like Tiger Beer.

• 500+ MILLION IMPRESSIONS

• DOUBLE-DIGIT VOLUME GROWTH FOR TIGER CRYSTAL

• COVERAGE IN GLOBAL MEDIA: Hypebeast, Hypebae, DesignBOOM, Esquire, Metro, Daily Mail, Daily Star, Mashable, Metro, La Nacion, Le Pais, Trendhunter, Luster, Coeval, Bangkok Post, Today, Verge, HighXStar, Peak, The Sun.