Heineken is hoping to turn the attention of Asia's beer consumers nearer to home in a marketing push for its Tiger beer brand.

The company, which took sole control of the Singaporean beer when it bought out Fraser & Neave from the Asia Pacific Breweries JV in late-2012, said earlier this week that 'Tiger Uncage' will focus on “young Asian personalities”. The campaign will run in 25 countries across the Asia Pacific region and features film, print and digital presence.

It will be supported by refreshed logos, visuals and packaging for the brand.

“With this campaign, Tiger is running counter to traditional beer advertising themes and wants to speak to young adults in a personal way,” Heineken said. 

Cyril Charzat, senior regional marketing & sales director at Heineken Asia Pacific, added: “With ‘Tiger Uncage’ we aim to make everyone take notice of the incredible talent, creativity and passion that is now coming out of Asia.”

The campaign was produced in association with Droga5 advertising agency.

Further detail on the campaign can be found here.