Huat with Tiger – Mahjong-Inspired Promotional Merchandise
Client: Asia Pacific Breweries Singapore
Description:
For Chinese New Year 2025, Tiger Beer in Singapore launched the Huat with Tiger campaign. DTC World, a leading promotional merchandise agency, was engaged to create exclusive custom promotional gifts to be used in the campaign aimed at increasing brand engagement.
Tiger Beer Mahjong Fortune Socks – Stylish promotional customised socks featuring Da San Yuan (大三元) mahjong tile and prosperity designs incorporated with Tiger Beer’s branding, packed in a customised blind box to add an element of surprise.
Tiger Beer Mahjong Luck Phone Straps – Trendy promotional phone straps featuring Da San Yuan mahjong tile designs, bringing a modern twist to tradition while allowing consumers to carry their festive fortune wherever they go.
These limited-edition custom promotional gifts were used as part of a gift-with-purchase campaign at supermarkets and roadshows, creating an exclusive and festive shopping experience. By leveraging the blind box concept, the campaign added an element of surprise and collectibility, increasing customer engagement and purchase incentives. The high-quality designs, inspired by the mahjong tiles, symbolized prosperity and fortune, making the promotional items not just giveaways but also highly desirable collector’s pieces. This approach strengthened consumer connection with Tiger Beer’s branding, reinforcing cultural relevance while elevating the brand’s market presence during the festive season.
The Results:
Created high excitement and engagement
The mystery blind box concept added an element of fun and collectibility, increasing consumer participation and driving higher sales volume.
Boosted in-store purchases
The exclusive free gifts incentivized customers to purchase Tiger Beer products in higher quantities, contributing to a successful festive sales push.
Strengthened brand connection with consumers
By incorporating culturally relevant elements such as Da San Yuan, the mahjong tile designs used in the campaign, which are symbols of great luck and prosperity. This deep cultural connection helped Tiger Beer further enhance its appeal to consumers during the Chinese New Year season, reinforcing brand affinity and driving stronger engagement with festive shoppers.
DTC Services Used:
Design, Sourcing, Production, Logistics.
Conclusion:
This campaign showcases how thoughtfully designed and culturally relevant promotional merchandise can enhance brand recall, drive engagement, and boost sales. With DTC World’s expertise in design, sourcing, production, and logistics, we successfully delivered high-quality, customized promotional merchandise that not only aligned with the festive season but also strengthened Tiger Beer’s brand positioning in the market.
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