CJMY
Carlsberg is back again to celebrate the pride of Sabah and Sarawak for the third year in a row with an exciting twist. The popular brand has introduced a limited-edition packaging that features six traditional tattoo designs inspired by the Borneo islands.
This innovative collaboration between two well-known tattoo artists, Ernesto Kalum and Carlos Benny Majakil, celebrates the vibrant art and natural wonders of Borneo, including the iconic Hornbill, Longhouse, Sape of Sarawak, Rafflesia, Orangutan, and majestic Mount Kinabalu of Sabah.
Carlsberg special-edition packaging for Sabah and Sarawak
The Carlsberg special-edition packaging, designed by locals for locals, presents the six Borneo icons in a traditional yet contemporary tattoo aesthetic, staying true to the brand’s intent to celebrate and iconize the extraordinary Bornean wildlife and natural wonders.
The limited-edition cans and bottles are exclusively available to consumers in Sabah and Sarawak, and they will be introduced over three phases through consumer promotions. The first two designs were already revealed in April, followed by the release of another two starting from July through September, with the final two designs to be showcased in the last quarter of the year.
Carlsberg Malaysia Marketing Director, Olga Pulyaeva, said the brand has been paying homage to the people, arts, and celebrations of Sabah and Sarawak through its special-edition packaging for the past three years.
“This year, we take a step further in theming the six designs, with the art style of Bornean tattooing. Having had very encouraging responses and reviews from our consumers over the past two years, we believe that our efforts to promote “by locals for locals” this year will further boost the celebrations in Sabah and Sarawak,” said Olga.
Inspiration from Nature
Sarawakian tattoo artist, Ernesto Kalum, drew inspiration for his designs from his surroundings, saying, “Right outside our window, there is nature like the trees, animals, and beings we can or cannot see.
The aim of every design is to show how we are all connected and told through a story.” For Sabahan tattoo artist Carlos Benny Majakil, the collaboration is an opportunity to showcase East Malaysia’s tattoo art culture to the world.
“I’m very happy that Carlsberg not only recognizes our culture but celebrates it together with us,” he said.
From now until the end of June, collectors and beer lovers in Sabah and Sarawak can stand a chance to win cool gadgets, including the iPad Air, iPhone, and AirPods, through Carlsberg’s consumer promotions.
To participate, each entry must come with a purchase of at least RM200 of Carlsberg Danish Pilsner or Carlsberg Smooth Draught at participating bars and pubs, 12 big bottles at food courts and coffee shops, or a 24-can carton at supermarkets and other retail outlets, respectively, in a single receipt. Consumers can also immediately redeem special-edition Sabah and Sarawak t-shirts featuring two collectable designs with these purchases.
The Carlsberg Smooth Draught special-edition packaging is a celebration of Sabahan and Sarawakian pride and Bornean art and culture. The limited-edition cans and bottles feature six traditional tattoo designs inspired by the Borneo islands’ natural wonders, including the Hornbill, Longhouse, Sape of Sarawak, Rafflesia, Orangutan, and the majestic Mount Kinabalu of Sabah.
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