The Cultured Tiger Earns His Stripes: The Tiger Car Story
Fri, 19 May 2023 | 4pm
Fri, 26 May 2023 | 4pm
 
Venue: Haw Par Villa (262 Pasir Panjang Road, Singapore 11826)
Meeting point: Culture Courtyard, Haw Par Villa
Fee: $5 per pax
Registration: https://heritagefest2023-tigercarstory.peatix.com/

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!