Singaporean beer brand Tiger Beer has teamed up with streetwear label PMC (Pestle & Mortar Clothing) to launch a new NFT collection dubbed 'The Tiger Archives.' The collection belongs to Tiger Beer's broader 'The Year of Your Tiger' marketing campaign, which focuses on igniting self-empowerment in 2022.
In total, the 'Tiger Archives' will consist of 6,688 NFTs, each featuring PMC's custom, hand-drawn archival tiger artwork, which itself draws inspiration from old Tiger Beer labels. In addition, all proceeds from the new NFT collection sales will go towards supporting local artists and musicians in 2022.
“These Lucky Tigers are unique, progressive, and stunningly created. By sharing proceeds from The Tiger Archives with local musicians and artists, we hope to support creatives to realize their bold ambitions in 2022," said Sean O’Donnell, Global Brand Director, Tiger Beer.
Image Credit: Tiger Beer
Key Themes Behind This Trend
- Digital Collectibles
- The Tiger Archives NFT Collection demonstrates the growing trend of using digital art as a new form of collectibles.
- Brand Collaborations
- Collaborations between established brands like Tiger Beer and PMC provide opportunities for new and unique product offerings.
- Support for Local Creatives
- The 'Tiger Archives' NFT collection's proceeds going towards supporting local artists and musicians demonstrates a growing trend of businesses using their platforms to lift and support local communities.
Where This Applies
- Beverage
- The concept of beer-branded digital art could be extended to other beverage brands by creating unique digital artwork inspired by their brand identity.
- Clothing and Fashion
- Collaborations between clothing and fashion brands, like Tiger Beer and PMC, could lead to new and unique product offerings like digital collectibles that meld art and fashion styles.
- Art and Music
- Art and music industries can leverage the trend of brands supporting local creatives for funding and opportunities for collaboration on innovative projects.
