The imported beer brand Tiger Beer has announced its sumer retail program, focusing on global tiger conservation efforts.
Tiger Beer, of Singapore, has partnered with the World Wide Fund for Nature (WWF) to “raise global awareness of the need to protect and double the population of wild tigers by 2022,” the company says. The brand’s fully integrated “Back a Ranger” retail and on-premise program — including digital media, PR amplification, limited edition packaging, POS and ‘donation match’ activation — is meant to inspire LDA consumers to take action against the illegal tiger trade.
The brand’s 6-year partnership with the World Wildlife Fund launched this summer with a $1 million donation. The partnership will also see the launch of a digitally led global awareness campaign – 3890Tigers – that “utilizes the power of art and creativity to inspire action.”
To inspire action, Tiger Beer will alter its logo for the first time in 84 years.
At retail and on-premise, custom-designed POS elements will invite consumers to purchase Tiger Beer, make a donation to the cause and earn WWF relevant rewards including branded water bottles, mugs and framed artwork. Text-to-link mechanics will lead consumers to the tigerbeerus.com/ranger education and donation site.
Donations are used to fund essential items needed by the rangers who are on the front line protecting tigers from extinction. Tiger Beer will match consumer donations in the U.S. up to $25,000.
Once found in diverse habitats across Asia, the world’s wild tiger population has shrunk by 96% in the last century due to illegal tiger trade, poaching and habitat loss, the company says. Only an estimated 3,890 tigers remain in the wild.