From the streets of Asia to the Parisian catwalks, Tiger Beer’s latest invention, the TIGER Summer Puffer, promises to keep fashion-forward individuals cool, all thanks to its beer-powered cooling system. We at Marketing In Asia (M.I.A) recently had an intimate conversation with the masterminds behind this bold fashion-tech innovation, and here’s the inside scoop.
How did the idea of this fashion-tech collaboration take shape?
Luke Somasundram, creative at BBH Singapore, sheds light, “Tiger is more than 90 years old and while the product appeals to the younger generation, the client wanted to connect with Gen Z at a cultural level to build stronger relevancy and resonance. We aimed to create something that would resonate with the Gen Z audience by tapping their subcultures – like the puffer jacket subculture. Puffers have been having a moment in fashion, especially for Gen Z audiences, with outlandish Puffer looks taking the internet by storm. But we realised that our drinkers in the tropics were missing out because the weather was too warm for puffers. Tiger Beer has been cooling people down in Asia for over 90 years. And now we’re making them feel and look cool.”
The Ingenious Tech Behind TIGER Summer Puffer
From Cyril Louis, the Executive Creative Director at LePub APAC, we learn about the NASA-inspired technology: “The Tiger Summer Puffer is inspired by the product proposition of Tiger Crystal as the ultimate crystal-cold refreshment for your fire. It uses Tiger Crystal to power the same system NASA developed for astronauts, a Liquid Cooling and Ventilation Garment (LCVG), worn under their spacesuit to keep them cool. It is made of 3 key components. The first is a water tank where the ice-cold Tiger Crystal beer is used as a coolant core. The second is a micro pump distributing the water from the tank. The third is silicone tubing throughout the Puffer, enabling cool water to flow close to the wearer’s skin, which helps regulate their body temperature. The main challenge was integrating the technology into the Puffer with maximum efficiency without compromising the style and comfort.”
Design Narratives Reflecting Tiger Beer’s Identity
Staying true to Tiger Beer’s bold spirit, the Summer Puffer’s design integrates the brand’s iconic elements. “From tiger ears, fangs, to subtle stripes, we’ve incorporated Tiger Beer’s essence, making it both edgy and symbolic,” explains Louis.
Who is the TIGER Summer Puffer for?
“Our target is the Gen Z drinkers,” asserts Luke, emphasizing the need to create a tangible piece of pop culture to truly capture their imaginations. “This Puffer takes style and functionality to new levels. Considering how this unique item could fit into consumers’ lifestyles is interesting. In the years ahead, one wonders if personal cooling systems will become a staple in all apparel.”
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Collaborating with the Best Creative Minds
The collaboration with trendsetters like Izzy Du and Whatever Co. was pivotal. Luke adds, “Both partners, with their history of boundary-pushing projects, perfectly resonated with Tiger Beer’s bold spirit.”
Aligning with Tiger Beer’s Core Values
Melissa Teoh, Tiger Beer’s Global Marketing Manager, Communications and Digital at The Heineken Company, reiterates Tiger Beer’s legacy of defying conventions, “Tiger is the first beer brewed in the tropics. Its founders were told it was impossible to brew beer in a tropical climate back in 1932, yet it succeeded despite the odds. This bold spirit is engrained in the brand through the overall brand idea of “boldness finds a way.” The Summer Puffer creation is bang on when it comes to Tiger’s history of defying the odds. It also links to Tiger Crystal’s crystal-cold refreshment proposition, building on the launch of ‘Brewed for Your Fire’ in June.”
Debut Expectations and Global Promotions
The world will witness the TIGER Summer Puffer’s debut at the Paris Fashion Week, followed by a showcase at ZoukOut, Singapore. “We hope to spark many interesting conversations about taking high fashion into a place of high function,” Luke expresses his optimism.
This audacious attempt bridges the realms of fashion and technology, presenting a puffer jacket that’s not just a winter wardrobe staple but a summer sensation, too. With Tiger Beer’s stamp on it, this innovation is not just about wearing a statement piece; it’s about wearing a piece of history, innovation, and rebellion against the ordinary.
Here’s to celebrating the TIGER Summer Puffer, a testament to Tiger Beer’s commitment to challenging the status quo, refreshing the way we view tradition, and continually setting the bar higher!