WHITE PLAINS, N.Y. -- Tiger Beer, a premium Asian beer imported by Heineken USA’s Five Points Trading Co., is partnering with the World Wildlife Fund (WWF) to raise global awareness of the need to protect and double the population of wild tigers by 2022.
The brand’s fully integrated “Back a Ranger” retail and on-premise program, including digital media, public relations pushes, limited-edition packaging, point-of-sale (POS) materials and donation match activation, is designed to inspire consumers to take action against the illegal tiger trade, the greatest and most immediate threat to the species worldwide.
The brand’s six-year partnership with the World Wildlife Fund launches this summer starting with a $1 million donation to support the organization’s tiger conservation efforts. The partnership will also see the launch of a digitally led global awareness campaign—3890Tigers—that uses the power of art and creativity to inspire action.
Once found in diverse habitats across Asia, the world’s wild tiger population has shrunk by 96% in the past century due to illegal tiger trade, poaching and habitat loss, according to the company. Today, the world is at risk of losing the species completely, with only an estimated 3,890 tigers remaining in the wild.
“Wild tigers are more than just a majestic species. As a predator at the top of their food chain, they are an indicator of the health of the ecosystems we all depend on,” said Mike Baltzer, leader of WWF Tigers Alive. “The commitment to doubling their population is the best chance we have at securing the future of wild tigers and their habitats.”
To inspire collective action and drive home the urgency of the situation, Tiger Beer is altering its logo for the first time in 84 years. Starting July 2017, Tiger Beer will introduce a limited-edition package design with the iconic tiger removed from the brand’s logo.
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 such as branded water bottles, mugs and framed artwork. Easy text-to-link mechanics lead consumers to the www.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 United States up to $25,000.
“It is an honor for us to partner with WWF to help protect the population of wild tigers,” said Amberly Hilinski, senior brand manager of Five Points Trading Co., White Plains, N.Y. “Tigers are more than just an emblem of our brand; they symbolize strength, courage and power and are a source of creative inspiration for the many artists Tiger Beer champions and supports through its activities.”