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Ruyi & Lyn in Bangsar Shopping Centre, Kuala Lumpur played host to the Carlsberg Chinese New Year 2016 media and partners gala dinner on 8 January 2016. Carlsberg, a beer brand that strives to deliver the finest in everything it does, Carlsberg celebrates the Lunar New Year 2016 by naming it as “Probably The Best Year” (20一流–堪称最佳新年) – playing on the Mandarin and Cantonese pronunciation of the number ‘16’ [Yī Liú] with the Chinese character “一流”, which refers to excellence, top notch or simply the best.
Lyn Siew from Ruyi & Lyn doing the same
Henrik Andersen and the top management of Carlsberg officiating the campaign
“Chinese New Year is a festive period that runs through our veins at Carlsberg Malaysia,” Henrik Juel Andersen, Managing Director of Carlsberg Malaysia said in his opening address. “Our flagship brand Carlsberg took inspiration from our marketing campaign of ‘If Carlsberg did…” which was launched in 2015. We reimagined if Carlsberg did Chinese New Year, it would probably be the best year, as superior as Carlsberg, probably the best beer in the world. Smartly crowning year 2016 as “Probably The Best Year” it is!” Andersen shared.
To mark the launch of Carlsberg’s Chinese New Year campaign, Carlsberg unveiled a seven-tier limited edition festive cans structure packaged to create a one-of-a kind Carlsberg Auspicious Bamboo (pictured on the left)
The special Carlsberg Auspicious Bamboo is 10 feet height and 8 feet wide, and even dispenses Carlsberg brews, making me wish that I had one at home. Each of the seven tiers carried a symbolic meaning, starting with ‘best of Friendship’ as the foundation, ‘best in Business’, ‘best of Luck, ‘best in festive Bonus, ‘best of Health, ‘best of Fortune” and finally topped by ‘Probably The Best Year 2016’ at the peak of the Carlsberg Auspicious Bamboo.
The Chinese bamboo signifies an object that stands tall, unwavering, infinitely progressing and developing, yet able to withstand strong winds by being flexible and deeply rooted in the ground. Carlsberg believes that like the bamboo, an organisation of person with a strong state of mind, but yet is versatile in different situations, will allow them to enjoy the journey as well as the destination.
A toast to what Carlsberg regards the six things that matter the most in life – Fortune, Health, Bonus, Luck, Business and Friendship
So what’s in store for you this Chinese New Year?
Bringing to life the CNY campaign tagline – “Probably The Best Year” (20一流), Carlsberg, for the first time ever launched seven limited edition designs with the seven icons across its cans and big bottles available nationwide during this festive period. Something nice for collectors and perhaps also a meaningful way to share a drink which bestows best wishes to family and friends.
Consumers can also strike a ‘big fortune’ with Carlsberg’s nationwide promotion running from now until 29 February 2016, whereby consumers who collect four crown corks are entitled to redeem RM2 Magnum Voucher and stand a chance to win Magnum Jackpot or redeem Jolly Shandy, depending on location.
For more information on Carlsberg’s consumer promotion and on-ground activation, head over to www.facebook.com/CarlsbergMY
MHB Digital 