THIS 76-year-old regularly comes up with surprises, all in the name of tapping a younger demographic.
While Tiger Beer touts itself as a product with broad appeal, its advertising campaigns over the last few years, such as the one featuring Hollywood star Jessica Alba, have increasingly targeted groups that are more cosmopolitan.
And it is this image of being young and trendy that Mr Edmond Neo, 43, is counting on to boost Tiger's appeal among the crowd of 24- to 35-year-olds.
The director of group commercial at Asia Pacific Breweries wants to connect with trendsetters within this segment first, so that other consumers who aspire to be like them will follow suit.
Yet, reaching out to a group that is known for its fickleness involves quite a bit of work. And speaking their language becomes even trickier when a brand has cultivated a faithful following among their fathers' and uncles' generation.
Therein lies Tiger's challenge: How can it speak to this target demographic without offending the core group of drinkers who have remained loyal to the brand throughout the years?
'It is difficult,' Mr Neo admitted, 'which is why we are very careful with our advertising and its messages.'
The company uses television and print media to target the mass market, while tapping digital media to reach Web users.
It also runs thematic campaigns for different groups. For instance, festive promotions, such as freebies with every six-pack purchase, are designed for mature fans.
However, targeting those in their 20s and 30s calls for a different approach. The use of viral videos, or video clips shared through the Web and e-mail messages, to link up with the Internet-savvy as well as the launch of limited-edition bottles designed by Korean- American cult artist Rostarr are just some ways of staying in tune with this group.
Said Mr Neo: 'Consumers don't just drink beer, they drink brands. So we have to constantly innovate to ensure that Tiger resonates with them.'
How does Tiger position itself in Singapore as compared to Britain?
Tiger is a local favourite and the market leader in Singapore, and we have something to offer everyone.
In Britain, Tiger represents modern Asia. It is seen as exotic, and its exclusivity means it can be found at premium clubs.
Tiger was voted Cool Brand Leader in the UK from 2004 to 2006, an accolade reserved only for the uber-trendy (the ultra-cool pan-Asian noodle restaurant Wagamama, with branches throughout Britain, also won the award).
Tiger has been associated with football. Why sponsor golf now?
Most beer fans are also sports fans, so it is natural that Tiger is associated with football, which is a game for the masses. This relationship will continue in future.
Golf is an aspirational sport that enjoys growing popularity among professionals, whom we are targeting.
Tiger has been the official beer sponsor for the Barclays Singapore Open since last year.
What trends does Tiger foresee among Singapore consumers?
They will enjoy a greater variety of alcohol choices. The prevalence of repertoire drinking - where young people consume Erdinger one day, Tiger the next and Heineken later - means we have to strive to build brand loyalty among them.
As a brand, Tiger must have the pull factor of being cool enough to be the drink of choice for the trendy.
