Tiger Beer debuted TigerVAR at Boat Quay, Singapore, during a football match last week. The custom-built VAR screen transformed into a hidden fridge, revealing complimentary Tiger Beer. TigerVAR stands for Very Appropriate Refreshment (VAR).
The campaign notes that every football match has moments when intensity peaks, decisions hang in the balance, and emotions run high. Rather than avoiding that tension, Tiger drew on its heritage of being brewed for Southeast Asia’s heat to find an authentic role within one of football’s most emotionally charged moments.
During the match, when a red card was shown, the installation revealed complimentary Tiger Beer for fans. According to the campaign what was typically a moment of tension became an unexpected moment of shared celebration.
“Tiger has always been brewed to defy the heat, so we asked ourselves: what does that look like in football culture?” said Sam Fielding, Global Brand Director, Tiger Beer.
“Football is at its best when fans aren’t afraid to feel every high and low, and TigerVAR gave fans a refreshing surprise exactly when emotions were running highest. It’s an example of how staying true to our brand heritage can create something that’s both culturally relevant and genuinely enjoyable.”
According to Tiger Beer, almost 400 complimentary Tiger Beers were distributed throughout the night, and over 250 fans gathered at Boat Quay to experience the activation.
“Nothing beats catching a football match with good friends,” said football fan Jun, @junpiterfutbol.
“What made the night even better was having TigerVAR alongside us, keeping the atmosphere on a high from kick-off to final whistle.”
The activation was created by 72andSunny Singapore, with PR handled by DeVries Global Singapore.
