Carlsberg’s Chinese New Year campaign ‘Brewing Prosperity Together’ is back this year to usher in the Year of the Dragon 2024 with yet another limited-edition festive packaging.
Designed by award-winning artist Ofen Hu, the artwork reflects the vibrant energy of the Year of the Dragon.
There is also an added surprise to Hu’s contemporary twist on traditional art, where a special ink transforms the dragon pearl on chilled cans from yellow to auspicious orange at the perfect drinking temperature of 6°C.
The number 6, considered lucky in feng shui, also adds cultural significance, symbolising happiness and blessings.
As family and friends gather to herald the arrival of good fortune and wealth in the year ahead, Carlsberg makes each sip a celebration of both artistry and auspicious beginnings.
The charming design adorning the bottles and cans of Carlsberg Danish Pilsner, which signifies prosperity and Carlsberg Smooth Draught representing greetings of smoothness, depicts a captivating narrative of the Wood Dragon, rousing from its slumber in the tender embrace of spring.
The dragon is portrayed moving with grace and fluidity through the serene clouds, swaying its tail playfully as it chases its dragon pearl, a mystical symbol of cosmic harmony, while its scales transform into beautiful flowers bringing everyone an abundance of luck.
The dynamic colours in the artwork also exude the limitless vitality of the season, encapsulating the essence of revitalisation, wealth, and happiness.
“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.
“May the Year of the Dragon bring success for everyone and let us soar into a great year ahead,” said Carlsberg Malaysia managing director Stefano Clini.
He added, “Our artist-edition packaging extends across Malaysia, China, Singapore, Hong Kong and Vietnam representing our desire to brew prosperity together across the region.”
To kick off the celebration and usher in a prosperous CNY, Carlsberg’s nationwide campaign will run across various platforms, offers rewards to consumers, festive premium gifts and many more goodies.
From Dec 26, 2023 until Feb 29, 2024, consumers will be able to get their hands on a 20-inch Barry Smith luggage bag with purchase of 3 cartons of Carlsberg products, one of which must be 1664, Connor’s or Somersby Apple Cider in supermarkets, hypermarkets and e-commerce sites in the peninsula.
Consumers who purchase a carton of 1664 or Connor’s at supermarkets, hypermarkets, 99 Speedmart stores and e-commerce sites will get a 14-inch Barry Smith luggage bag.
In Sabah and Sarawak, shoppers can get a stylish Cornell compact hotpot when they stock up on two cartons of Carlsberg products, with one being 1664, Connor’s or Somersby Apple Cider.
From Jan 8 until end Feb, customers with purchase of two cartons of Carlsberg Danish Pilsner, Carlsberg Smooth Draught, 1664, Connor’s or Royal Stout at 99 Speedmart stores, will have a chance to win one of ten 999 gold hop leaf weighing 9.9g each from Habib Jewels.
As a bonus, shoppers will also immediately receive a Carlsberg-branded festive ceramic food tray with their purchase (while stock lasts).
In convenience stores, consumers can redeem RM5 in Touch n’ Go eWallet credit and will be in the running to win a limited-edition Mahjong set for every purchase of RM20 worth of Carlsberg products between Jan 1 to Feb 29.
In food courts and hawker centres, consumers can redeem a set of limited-edition playing cards with every submission of six artist-edition bottle caps from Dec 26, 2023 until Feb 11, 2024. They also stand a chance to win one of 3,000 ang pow worth RM88, or one of eight grand prize ang pow of RM8,888.
In bars and pubs, consumers also stand to win one of 25 limited-edition TNTCO rummy sets each week when they spend RM100 or more on any combination of Carlsberg Danish Pilsner, Carlsberg Smooth Draught, 1664 or Connor’s from Jan 2 until Feb 9.
Top spenders of Carlsberg products on Shopee as well as on the Jaya Grocer online store via Grab will also get a TNTCO rummy set each.
Carlsberg and all related promotions and activities are strictly for non-Muslims aged 21 and above only. Carlsberg advocates responsible consumption #CELEBRATERESPONSIBLY – if you drink, don’t drive
