Tiger Beer Singapore has taken a fresh step towards strengthening its connection with consumers in the digital space through the launch of its revamped official website. Adopting a new online engagement theme known as ‘R U,’ the new-look website is targeted at the online and offline social interaction around the brand by the younger generation of drinkers and to extend its positioning as Singapore’s favorite beer.

The concept of ‘R U’ is centered on Tiger’s celebration of all things ‘you’ to bind consumers closer to the brand. The message structure was developed in mind of the audience’s ability to relate better to brands than to focus on them. Using messages that are fun such as ‘R U Fan-atical’ and ‘R U Refreshed,’ presented alongside visually impactful images that reflect the high-energy nature of the target audience, the revamped website reflects their interests and speaks the casual, shorthand language of the digitally literate.

The website features three key tabs, one of which includes ‘Tiger Crystal’ which shares information about the brand’s latest beer innovation and allows visitors to find out where the product is available in Singapore with a ‘Tiger Crystal Locator’ function. The other two main tabs are ‘Football,’ which highlights the latest updates about Tiger Football and The Tiger Season Ticket initiative and ‘Translate’ which offers news about Tiger Translate and its events in and around the region.

“Innovation was the key driver for Tiger’s revamped website. It is packed with innovative elements and leads the charge of our digital strategy and focus. We have placed a greater emphasis on the interests of the younger generation of consumers, in a trusted and transparent environment. The tonality and approach in developing this refreshed website, was with them, the younger generation of consumers in mind. We hope that they will resonate increasingly with the brand and its innovations along the way”, said Wong Mei Wai, Head of Marketing, Asia Pacific Breweries Singapore.

More content is set to be rolled out gradually over time on the website. Tiger Beer will also be running a competition off its Tiger Beer Singapore Facebook page, with $10,000 of prizes to be won.