The common thread over the past three decades has been that Tiger Beer is for winners. The first television commercial for Tiger Beer was made in 1973 for the Singapore market. The theme was "Unshakeable" and it showed a group of men at a coffee shop, drinking Tiger Beer. An earthquake erupts, the building begins to shake, and people panic and start to scramble for the exit, but the Tiger Beer drinkers merely look on coolly and go back to drinking their beer. The idea is that Tiger Beer drinkers are as unshakeable as Tiger Beer itself.
The theme for the 1978 ad campaign was “Around the World" and showed Tiger Beer enjoyed around the world by successful, upwardly mobile people including foreigners. This campaign sought to feature Tiger Beer again as a beer for winners. The theme for the 1988 ad campaign was "Reward for Winners" and was meant to showcase Tiger Beer's Gold Medal achievements in international beer competitions using the tagline "Good as Gold." One creative featured attractive people on board a luxury yacht out on the open sea, getting a suntan on the deck and enjoying cold Tiger Beer.
The same "winner" theme continued into the mid- 1990s with a campaign featuring people who performed notable deeds. One commercial showed a girl walking down a street and coming face to face with a bull. A young man sitting in a cafe jumps up, grabs a red tablecloth, coaxes the bull to charge at him, directs the bull through a gate, and finally locks in the bull. Someone shouts in Spanish, "Give that man a beer," and the young man replies, "Make that a Tiger."