Carlsberg: Artist-edition brews raise a toast to lucky CNY

The much-anticipated Chinese New Year (CNY) campaign by Carlsberg, titled ‘Brewing Prosperity Together,’ is set to captivate consumers with artist-edition festive packaging and a series of celebratory events.

The campaign, encapsulated by the essence of 合家团圆,喜乐龙龙, aims to enhance the joy of reunions during the festive season while ushering in prosperity and smoothness for the coming year.

Artist-edition packaging and unique features

The focal point of Carlsberg’s CNY campaign is the artist-edition packaging designed by the award-winning artist Ofen Hu.

The design, reflecting the energetic vibes of the Year of the Dragon, incorporates a contemporary twist on traditional art.

A special ink adds an interactive element, transforming the dragon pearl on chilled cans from yellow to auspicious orange at the ideal drinking temperature of 6°C. T

he number 6, considered lucky in Feng Shui, enhances the cultural significance of the design, symbolising happiness and blessings.

Carlsberg: Captivating narrative of the wood dragon

The bottles and cans adorned with the captivating design narrate the story of the Wood Dragon awakening in the embrace of Spring.

The dragon moves gracefully through serene clouds, chasing its dragon pearl – a symbol of cosmic harmony.

The scales of the dragon transform into beautiful flowers, bringing an abundance of luck. The dynamic colours in the artwork symbolise the limitless vitality of the season, encapsulating the essence of revitalisation, wealth, and happiness.

Stefano Clini, Managing Director of Carlsberg Malaysia, shared his thoughts on the campaign, stating, “Carlsberg has always been synonymous with celebrations, and we hope that this coming lunar new year, every moment is made #BestWithCarlsberg.”

To kick off the celebration and embrace a prosperous Chinese New Year, Carlsberg’s nationwide campaign will span various platforms, offering consumers generous rewards, festive premium gifts, and additional goodies.

The campaign extends its reach across Malaysia, China, Singapore, Hong Kong, and Vietnam, symbolising Carlsberg’s aspiration to brew prosperity collectively across the region.

Clini expressed his wishes for the Year of the Dragon, saying, “May the Year of the Dragon bring success for everyone, and let us soar into a great year ahead.”

Carlsberg invites consumers to join in the festivities, making every moment during the Lunar New Year #BestWithCarlsberg.