The campaign uses the strapline ‘Born in the East and Loved in the West’ and features images of the Far East.
Outdoor activity will include digital panels on the London Underground and giant screens at railways stations.
Press ads will run in regional titles and national weeklies as well as men’s lifestyle magazines such as GQ Magazine, Esquire and Dazed and Confused.
The new campaign follows last year’s “ladyboy” outdoor and press activity, which was banned by the Advertising Standards Authority because it was deemed “disrespectful” to Eastern culture and likely to cause “serious or widespread offence”.
The ad depicted a “ladyboy” marked with a number three alongside a bottle of Tiger Beer marked number one and carried the strapline “The Far East’s Most Desirable Export Since 1932”.
The new campaign will support the recent nationwide roll-out of draught Tiger Beer and the Tiger Beer Chilli Crab Tour, which also promoted the brand’s Far Eastern origins.
Scottish & Newcastle UK now imports, distributes and markets Tiger Beer after the brewer secured a licensing agreement with the brand earlier this year.