Based on the Enjoy Winning series of advertisements for Tiger beer, the following personality traits of a typical brand loyal Tiger beer drinker are identified
1. Extroversion: A Tiger beer drinker is sociable and enjoys company of his/her friends. He/She likes to have a good time at parties and watch sports in a group with his/her friends. They enjoy the limelight in a gathering and can turn a boring party into a fun-filled event. Most of the advertisements in this series have a party or sporting events as the background. Tiger Beer is also an official sponsor of major sporting events such as telecast of European football and golfing events in Singapore. This shows that Tiger beer recognises its target customers in order to make relevant ads to push its products.
2. Competitive spirit: Tiger beer targets a youth market primarily in the age group of 24-35 years or Generation Y which is known for being go-getters and showing competitive spirit. One of the advertisements shows that two guys are competing to get a single beer by changing into superheroes. The tagline Enjoy Winning and the brand name Tiger itself are reminiscent of a competitive spirit. Playing or watching sports instil a competitive spirit in the youth and the association of Tiger beer with sporting events provides further evidence that a brand loyal Tiger drinker displays this personality trait.
3. Respect for women: Despite having an ultra-competitive spirit, Tiger beer drinkers have a healthy respect for women. One of the print ads shows a tiger beer with Feb 14 as the label and “Show her you’re doing your best to remember the date” as the tagline. This shows that Tiger beer drinkers value their loved ones even if they carry a macho attitude on the outside.
4. Excessive drinkers: Beer is consumed mostly after work and its consumption increased during festive occasions such as parties or sporting events. Due to the prevailing festive spirit, Tiger drinkers tend to indulge in binge drinking which may cause concern for society due to incidents such as fights or drunk driving. Tiger beer had to take several steps (such as restricting entry to its website to minors and running campaigns against drunk driving) to restrict the tendency of the youth to consume excessive alcohol.
Tiger projects itself as a sporty brand full of exuberance and youth. This personality is evident from tangible elements (logo, tagline, etc.) and intangible elements (advertising content etc.). The name Tiger itself shows an aggressive attitude to attract the go-getters in the society. Even the logo has a tiger in it and is of orange colour which represents youth and energy. The brand appeals to its target audience through its wacky, yet innovative ads which can capture the imagination of youth in a way similar to a Tiger beer drinker captures imagination of people in a party. By showing most of its advertisements in a party or sporting context and associating itself with major sporting events, Tiger projects a sporty side to it which is likely to attract young people who enjoy sports. Moreover, Tiger beer also promotes a healthy attitude to winning through its punch line “Enjoy winning” to attract customers who are competitive yet fair in dealing with others. Tiger beer has also taken initiatives to reduce incidents of drunk driving or excessive drinking by its loyal users. For example, APB has participated in “Get Your Sexy Back” campaign and Socially Responsible Drinking campaign to promote safe drinking amongst youth. Thus, Tiger beer projects a sporty and exuberant personality which is likely to attract its target audience.
Perceived quality: Tiger beer has a reputation of being a quality product. APB has nine state-of-art breweries in Singapore which use latest technology and stringent quality checks to ensure a high quality of beer. Any visitor can visit these premises so that they...