Tiger Beer Reminds Us to Slow Down and Savor Small Wins with 'Bolder Tomorrow' Stunt
Taking a moment to combat hustle culture.
“Stop and smell the roses” may be a cliché, but a study commissioned by Tiger Beer and conducted by independent agency YouGov suggests that the adage is more relevant than ever. The research reveals that more than half (58%) of Millennials and Gen Z in Southeast Asia are putting undue pressures on themselves to achieve an “impossible standard”, and in the process overlooking small successes. Faced with relentless demands to be more confident (49%), active (44%) and sociable (37%), youths caught in the grind of hustle culture are simply unable to stop for fear of losing ground.
It’s an entirely unsustainable lifestyle, which is why Tiger Beer organized the “Bolder Tomorrow” stunt to mark the start of the Lunar New Year in 2023. As shown in the video up top, the event saw hundreds of performers freeze in their tracks in the middle of Singapore’s bustling Central Business District, becoming living mannequins to serve as a powerful reminder to pause, reflect and celebrate our achievements over the past year as we take the first step towards the coming one.
“What we saw in research was that many consumers are just held back by this fear of failure and this fear that they can’t live up to their own expectations,” commented Global Brand Director Sean O’Donnell. “But sometimes it can feel like the more we achieve, the further we’re expected to go.” These expectations are commonly self-imposed, with social media unsurprisingly playing a huge role as nearly two thirds of respondents felt that their accomplishments weren’t significant when compared to those they saw on social platforms.
Rather than downplay milestones, Tiger is encouraging fans to openly celebrate promotions and pay raises, fitness goals, and other triumphs no matter their significance. Not only does it lift the mood, it provides a much needed break from endlessly chasing the next big win — all with the brand’s bold and refreshing beverage in hand.
Watch the video above to learn more about the “Bolder Tomorrow” campaign, and head over to Tiger Beer’s website for more information on the brand’s endeavors.
DISCLAIMER: We discourage irresponsible and/or underage drinking. Drink responsibly and legally.