It’s about time your beer did more for the world, don’t you think?
Aptly named Heineken subsidiary Tiger Beer has teamed up with the World Wildlife Foundation to create the 3890Tigers campaign in the hopes of regenerating the declining tiger population. This new six-year commitment was created to help protect the endangered species, which has declined from 100,000 tigers in 1990 to fewer than 3,890 today due to poaching and illegal tiger trade.
The brand will also donate $1 million to WWF’s Tx2 Project, in addition to participating in an art awareness project.
“We can’t imagine a world without tigers and if they disappear, it would not only have an environmental impact, but also be a real loss for our culture,” Mie-Leng Wong, the global director at Tiger Beer, Heineken Asia Pacific, said.
To raise awareness about the issue, Tiger Beer commissioned six artists to create limited edition cans, the first change to packaging in 84 years. If you can’t find the cans, you can support the cause by uploading a selfie to Twitter with the hashtag #3890Tigers, or by using artificial intelligence on the 3890Tigers website to integrate your photo into the limited-edition can designs.