Tiger beer plans East-West fusion campaign.

Tiger Beer, the imported brand from Singapore announces it has developed a new promotion called "Funk Shui."

The program, developed by Chicago-based beverage marketer Liquid Intelligence, aims to "utilize the power of the mass by word-of-mouth, also known as "influencer marketing'."

Liquid Intelligence partner Ted Wright said that the campaign would try to introduce a concept of "Asian cool" to consumers, and would be centered on interactive events and activities.

"The current beer market is losing volume to spirits and many attribute low sales to bad TV and print ads," Wright said. " The truth is it's not exactly about the ads' quality. Consumers have been so bombarded with the 'white noise' advertisements that they are starting to ignore them. Our influencer marketing approach is much more effective and personal for every consumer. It allows them to experience Tiger Beer on their own, and ensures that Tiger Beer will steadily win over an audience and see actual volume growth."

Wright said Liquid Intelligence will promote "Funk Shui" using a variety of consumer events and trade programs focused on five themes: Art, Fashion, Food, Music, and Tech.

"Tiger Beer carries with it the characters of Asia, a mixture of heritage and modern influences," said Sean Davis, market development manager for Tiger Beer USA. "In Asia, we are definitely one of the most innovative companies in brand promotion and presentation, and looking for yet another success with our Funk Shui campaign. Each U.S. market will have its own magnetic, unique program that will appeal locally while keeping the authenticity and integrity of the Tiger brand."

Events have or will include an all graffiti art exhibition in New York City; a film screening at an exclusive New York Club showcasing innovations in Japanese animation (with Tiger Beer girls on hand to dole out Thai massages to Tiger patrons; a Boston nightclub transformed into Thailand for a Tiger Beer Full Moon Party; and a chili crab festival in Orlando, FL.

Darrell Jursa of Liquid Intelligence adds, "Asian culture has permeated the U.S. and this is the perfect time to educate people about Tiger Beer. The five elements of Funk Shui will attract new customers, retain loyalty, induce brand recognition, and bring in sales."