tag:peatix.com,2011:1 2023-06-25T17:02:13+08:00 Peatix Journeys Pte Ltd tag:peatix.com,2023:event-3564354 2023-05-19T16:00:00SGT 2023-05-19T16:00:00SGT

The Cultured Tiger Earns His Stripes: The Tiger Car StoryFri, 19 May 2023 | 4pmFri, 26 May 2023 | 4pmCulture Courtyard, Haw Par Villa (262 Pasir Panjang Road, Singapore 11826) To expand his Tiger Balm empire, Aw Boon Haw decked out a small fleet of cars in stripes, repurposing them to look like tigers on the prowl. These fierce vehicles allowed his brand to travel our streets before advertising on public buses became mainstream.To market his cure-all ointment, Tiger Balm King Aw Boon Haw came up with an ingenious idea — outlandish Tiger Cars to roam our roads. His all-out, in-your-face approach to advertising helped transform his brand into a roaring success. Boon Haw, whose name means "Cultured Tiger", was certainly a master at guerilla marketing. If you take a walk around Haw Par Villa today, a park he built for the public, you might notice the product nestled in the palms of several of its statues. While none of his original Tiger Cars remains, you can get a sense of how they looked via a replica at Haw Par Villa. Swing by for a special talk which will walk you through the gears which drove Boon Haw's marketing genius!