Tiger Trading Co.
Tiger Beer's New York launch. Chinatown's most exclusive discount store. Sold out three nights running.
To launch in New York, Tiger Beer needed to challenge the stereotypes of what 'made-in-Asia' means, without sliding into heritage cliché.
Canal Street is famous for selling cheap, disposable Asian goods. The opportunity wasn't to argue against that perception, it was to invert it inside the same physical environment, on the same street.
We went to the heart of Chinatown and created the Tiger Trading Co: Chinatown's most exclusive discount store. Instead of trinkets, the shelves carried the best in Asian art, fashion, tech and design. The only way to get inside was to buy a Tiger Beer at one of our partner bars, which earned you a voucher for any item in the store. We supported the activation with geo-targeted social, influencer content per night, and awareness work to introduce New Yorkers to Tiger.
The store sold out three nights in a row, with 12-hour queues outside. Tiger partner bars saw a 23% sales lift following the event.