The much-anticipated ‘Brewing Prosperity Together’ campaign by Carlsberg has put the beer company squarely in the middle of the Lunar New Year celebrations. This endeavour is more than just a party; it is a carefully planned event that brings people together via shared artistic, cultural, and communal endeavours.
A Tapestry of Art and Celebration
At the core of this year’s campaign lies the artist-edition packaging, a canvas where the award-winning artist Ofen Hu has painted a vibrant narrative of the Year of the Dragon. Hu’s creation is a modern homage to tradition, depicting a dragon that gracefully dances through clouds, its scales unfurling into flowers that symbolize luck and prosperity. The packaging is not only a feast for the eyes; it’s interactive. A special ink on the cans causes the dragon pearl to shift from yellow to an auspicious orange at the ideal 6°C – a subtle nod to Feng Shui where the number six symbolizes blessings and happiness.
A Salute to Prosperity and Smoothness
Carlsberg’s Danish Pilsner and Smooth Draught have donned this festive garb, each symbolizing prosperity and smooth greetings, respectively. As families and friends come together, these bottles and cans are more than just beverages; they’re a celebration of artistry, culture, and the promise of a prosperous year ahead. Stefano Clini, Managing Director of Carlsberg Malaysia, shares, “Carlsberg has always been synonymous with celebrations, and we hope that this coming lunar new year, every moment is made #BestWithCarlsberg. This CNY we continue ‘Brewing Prosperity Together’ with our consumers, and we wish them an amazing year ahead filled with good fortune, health and happiness. Even our artist edition packaging extends across Malaysia, China, Singapore, Hong Kong, and Vietnam representing our desire to brew prosperity together across the region. May the Year of the Dragon bring success for everyone and let us soar into a great year ahead.”
A Mosaic of Nationwide Celebrations and Rewards
The campaign extends beyond what’s in the bottle. From 26 December to 29 February, Carlsberg is spreading joy with a rich array of rewards and events. Consumers can look forward to elegant Barry Smith luggage bags, chic Cornell compact hotpots, and even a chance to win 999 Gold hop leaf from Habib Jewels. The festivities reach into convenience stores, food courts, and bars with opportunities to win everything from Touch n’ Go eWallet credits to limited-edition Mahjong sets.
A Symphony of Responsibility and Revelry
As the celebrations unfold, Carlsberg reminds everyone to #CELEBRATERESPONSIBLY. The message is clear: enjoy the festivities, but if you drink, don’t drive. It’s a commitment to ensuring that the spirit of the new year is enjoyed safely and responsibly.
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Join the Festive Symphony
For those eager to be part of these celebrations, details and updates are readily available on Carlsberg’s official website and Facebook page. As the Year of the Dragon ushers in, Carlsberg invites everyone to soar into a great year ahead, filled with prosperity, health, and happiness. Join in, raise a glass, and let’s brew prosperity together.
