SHAH ALAM, 14 October 2024 – Carlsberg Smooth Draught continues to embrace its “By Locals, For Locals” philosophy with the ongoing ‘Raikan Kebanggaan Sabah & Sarawak’ campaign. This year, the campaign takes it a step further by spotlighting three extraordinary local heroes from Sabah and Sarawak: Olympic medallist Pandelela Rinong, K-Pop idol Isaac Voo, and Miss Universe Malaysia 2020 Francisca Luhong. These icons not only represent the cultural richness of their respective states but also inspire Malaysians to take pride in their roots.
Celebrating Local Heroes
The ‘Raikan Kebanggaan Sabah & Sarawak’ campaign highlights the stories of these talented individuals, who have brought pride to their communities and Malaysia on the global stage. Sarawakian diver Pandelela Rinong, who has secured multiple gold medals and made history as Malaysia’s first female Olympic medallist, shared her thoughts on what her heritage means to her:
“When I think of Sarawak, the word peace comes to mind—it is similar to the kind of feeling I get from being near the waters. Growing up I was surrounded by people from all walks of life who have inspired and encouraged me to turn my love for diving into something greater. Through my achievements, I hope to inspire everyone to celebrate our unique heritage.”
Isaac Voo, the first Malaysian to debut as a K-Pop idol, credits his Sabahan roots for his love of music and dance:
“As a Sabahan, I’ve always appreciated the love we share for music and dance, which has played a huge role in my success as a K-POP idol. I hope to inspire others just as my community has inspired me.”
Francisca Luhong, a proud member of Sarawak’s Orang Ulu community, expressed how her heritage has shaped her personal journey:
“Sometimes you don’t realize how much heritage impacts your life. I never would have thought it would bring me to one of my biggest life milestones. It’s a big part of our culture to dance, to celebrate. So, whenever my community celebrates my wins together with me, I feel an immense sense of pride for making my community proud.”
Innovative AR Experience to Immerse in Bornean Culture
In addition to highlighting the remarkable stories of these local heroes, Carlsberg Smooth Draught is introducing a unique Augmented Reality (AR) experience as part of the campaign. Consumers can unlock an immersive AR journey by scanning a Carlsberg Smooth Draught can with special Instagram filters created for Sabah and Sarawak. The AR experience features iconic symbols of Borneo such as the Hornbill, Orangutan, traditional Longhouse, classical Sape, rare Rafflesia, and Mount Kinabalu.
For those wanting to enjoy the full AR experience in a lively atmosphere, select bars across Sabah and Sarawak are hosting the campaign’s AR activations until the end of October.
Also Read: The Importance of Storytelling in Restaurant Branding: Building an Authentic Narrative
Discover the Borneo Experience
Be sure to visit the participating venues to experience Carlsberg’s unique AR activations live:
Sabah:
- Kota Kinabalu: Moginum Restobar, Biru Biru Café & Bar
- Tawau: Craft Brew
- Sandakan: OT Bistro
Sarawak:
- Kuching: The Tipplers, Snack 19 Bistro
- Bintulu: 4K Bar & Bistro
- Miri: Octo Gastrobar
For more details about the campaign and its activities, visit Carlsberg Sabah Sarawak or follow @CarlsbergMY on Facebook and Instagram.
About Carlsberg Smooth Draught
Carlsberg Smooth Draught is a refreshing beverage brewed with locals in mind, celebrating the rich culture, heritage, and pride of Malaysia. Through the ‘Raikan Kebanggaan Sabah & Sarawak’ campaign, Carlsberg continues to demonstrate its commitment to uplifting local communities by championing the stories of extraordinary individuals from Sabah and Sarawak. The campaign honours the creativity, resilience, and heritage that make these states so unique.
At Carlsberg Malaysia, we believe in responsible consumption. If you drink, don’t drive—#CelebrateResponsibly.
