Tiger Beer: Tiger FC
A brand voice for the thirst for winning
Tiger FC – Building a Banter-Driven Football Fans Club
Client: Tiger Beer
Agency: Grey Malaysia, Kuala Lumpur
Role: Creative Director / Lead Copywriter
Voice
Created “The Punter” — the voice of Tiger FC: a fanatical football manager channelling the belief and bravado of Bill Shankly.
Copywriting
Rolled out the character across everything: ads, newsletters, club rules, game-day quotes, direct mail, and digital assets.
In this football club, winning isn’t part of the game. It is the game. I brought the fanatical voice of Tiger FC to life for the thrill, passion, tension and thirst for winning, of live Premier league football for football and Tiger Beer fans, while they enjoyed a cold one.
That was the attitude behind Tiger FC’s pub-born manager, The Punter. A character born from obsession, humour, and a deep love of Liverpool-style football tribalism. I built the tone as a mix of Shankly’s one-liner genius and the mouthy know-it-all you’d meet in the back of a stadium bar. It gave Tiger Beer a way to own fan culture, not just sponsor it.
Favourite lines from “The Punter”:
Ref’s love the game, but they don’t know the rules.
First is first. Second is nothing.
There’s no substitute for winning. Or Tiger Beer.
No wimpy remarks. No fence sitting. Just loads of raw passion for the game.
