Tiger Balm Singapore wanted to turn its SG60 milestone into a strong traveller engagement moment at the Changi Airport duty-free zone.
Their goal was to:
Strengthen brand presence in a high-traffic international environment
Boost sales using gift-with-purchase incentives
Offer practical custom branded merchandise that travellers can use immediately
Create an exclusive, meaningful souvenir tied to SG60
The direction was clear: offer premium, travel-friendly gifts that enhance the retail experience.
image credit: Changi Airport
DTC World produced a coordinated range of Tiger Balm branded merchandise crafted specifically for airport shoppers.
Foldable umbrella branded with Tiger Balm motifs
Tiger Balm Travel Pouch set, produced by DTC World. Image credits: Changi Airport
The Tiger Balm branded merchandise (foldable umbrella, travel organiser) were developed with careful attention to quality, usability and brand presentation — ensuring the gifts felt valuable, not generic.
For many travellers, Tiger Balm is already one of the top Singapore souvenirs to bring home for friends and family — it’s iconic, recognisable, and strongly associated with Singaporean heritage.
This made the SG60 pop-up the perfect moment to introduce limited-edition Tiger Balm branded merchandise that shoppers cannot find anywhere else.
From a marketing standpoint, the GWP items worked exceptionally well because:
They tap into an existing souvenir behaviour. Travellers already buy Tiger Balm as a gift—adding exclusive merchandise amplifies that intention.
The Tiger Balm branded umbrella and travel pouches feel like true collectibles, not generic gifts. Their premium materials and clean design elevate their perceived value.
Limited availability at Changi Airport creates urgency, driving travellers to spend more to secure the exclusive items.
These gifts extend brand visibility long after the trip, turning travellers into brand ambassadors as they use the products abroad.
The combination of souvenir relevance, exclusivity, and premium quality made the merchandise highly desirable—transforming a simple GWP into a memorable collectible tied to Singapore’s SG60 celebration.
With decades of regional experience, DTC World helps brands create:
High-quality branded merchandise that supports marketing goals
Thoughtfully designed gift-with-purchase items that drive conversion
End-to-end execution from design to production and fulfilment
Merchandise that aligns with brand storytelling, seasonal moments and retail behaviour
Whether it’s airport activations, brand anniversaries or retail promotions, we turn merchandise into marketing impact.
Contact DTC World today to design your next standout campaign.
