“TIGER” is the leading brand of blended cement in Thailand, continuing its success in Brand Commerce by expanding its reach to the millennial demographic. The brand aims to communicate the construction materials in a new dimension while creating experiences and connecting the brand with the lifestyles of the new generation, enhancing the capabilities and opportunities for TIGER. The brand is expanding into the Decorative Lifestyle sector by launching TIGER Lifestyle, collaborating across industries with renowned Thai artist and illustrator “Yoon Phannapat Techamethakul” under the project “TIGER x PHANNAPAST.” The special lifestyle fashion collection “Beware of TIGER” features a total of 30 SKUs designed to appeal to the new generation and fashion enthusiasts, combining distinctive design with the brand's strength seamlessly. The collection will first be available at Architect’66 and on e-commerce platforms Shopee and Lazada starting May 8, 2023. Additionally, the design will extend to wall patterns using special techniques from three new cement products, showcased alongside the special collection at Architect’66.

Mr. Siamrat Sutthanukul, Chief Marketing Officer - Cement and Green Solution Business at Product and Construction Materials Co., Ltd. stated, “For over 108 years, TIGER has focused on developing and delivering innovations in cement and technology that meet the needs of surface decoration and all types of construction. We aim to respond to customer demands, usage behaviors, and changing trends while emphasizing accessibility and building close relationships (Brand Engagement) with contractors, craftsmen, architects, homeowners, and the new generation. We have showcased various product innovations and designs. Moreover, we are the first brand in the Thai construction materials market to create a new dimension of brand communication, breaking the mold of being just a regular cement brand through diverse forms of Brand Commerce under the TIGER and TIGER Lifestyle brands. One of the key strategies in this approach is Collaborative Marketing, where we have partnered with leading brands and renowned designers to create lifestyle campaigns and products, such as the TIGER cement X M-150 campaign, the Upcycle bag project from unused cement bags, the TIGER X Renim Project, a unique and creative fashion line showcased at LA Fashion Week 2019, and the TIGER X BangkokTales collection for Chinese New Year. Each project has received an overwhelmingly positive response, generating over 20 million baht in sales from Brand Commerce over the past two years.”

Recently, we continue this strategy by launching the project “TIGER x PHANNAPAST,” collaborating with “Yoon Phannapat Techamethakul,” a prominent Thai artist and illustrator known for her outstanding and globally recognized designs, to present the collection of the year “Beware of TIGER,” featuring 30 SKUs of lifestyle fashion items including clothing, bags, hats, water bottles, and more.

Yoon Phannapat Techamethakul, the artist and illustrator behind the “Beware of TIGER” collection, said, “This is the first time I have brought my unique design identity and patterns to create a lifestyle collection that is simple and uncomplicated. The ‘Beware of TIGER’ collection conveys the trustworthiness and reliability of the TIGER brand through the design concept of ‘tiger stripes,’ as I believe everyone has a hidden tiger character within themselves. The tiger patterns are designed to reflect the strength of TIGER cement while incorporating my unique style. I have used various techniques, including embroidery, cutting, and print placement, to create this collection. My intention is for this collection to be a fashion lifestyle that everyone can wear and enjoy every day, allowing them to mix and match for a chic and cool look.”

Additionally, TIGER will also develop the patterns created under this collaboration project into wall designs using special techniques from decorative cement products to present a different approach to decorative cement usage at Architect 2023, along with the launch of three new innovative products: TIGER Decor, ready-mixed decorative cement, Marble Render Easy Mix Natural Series, TIGER Decorative Slab, and TIGER Color Cement, which cater to decorative cement applications for both floors and walls.

“Yoon is a renowned designer in the global design community, and we are confident that every lifestyle item under this project will receive a positive response and help bring the brand closer to the new generation. In the future, we will continue to pursue Brand Commerce to modernize the brand, create connections, and reach our target customers, expanding our reach to the new generation and building trust and confidence in TIGER cement products, as well as enhancing opportunities and capabilities in expanding the Decorative Lifestyle brand,” Mr. Siamrat concluded.

This special collection will first be available at Architect’66 and online through Shopee and Lazada starting May 8, with plans to expand sales to tourists as the country reopens.