The dragon pearl on Carlsberg’s limited-edition cans changes from yellow to auspicious orange at the perfect drinking temperature of 6°C.
Carlsberg’s “Brewing Prosperity Together” Chinese New Year campaign returns with its annual artist-edition packaging.
Designed by award-winning artist Ofen Hu, it 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.
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.
“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.
To kick off the celebration and usher in a prosperous Chinese New Year, Carlsberg’s nationwide campaign will run across various platforms.
Until Feb 29, consumers will be able to get their hands on a 20in (50cm) luggage bag with purchase of three cartons of Carlsberg products, one of which must be 1664, Connor’s or Somersby Apple Cider, in supermarkets, hypermarkets and ecommerce sites in the peninsula.
A smaller luggage bag is available with a carton of 1664 or Connor’s at supermarkets, hypermarkets or 99 Speedmart outlets nationwide.
In Sabah and Sarawak, customers can get a stylish compact hotpot when they stock up on two cartons of Carlsberg products, with one being 1664, Connor’s or Somersby Apple Cider (supermarkets, hypermarkets and 99 Speedmart).
Exclusively from Jan 8 to end-February in penisular Malaysia, customers have a chance to win one of 10 “999” gold hop leaf weighing 9.9g each at 99 Speedmart outlets with purchase of two cartons of Carlsberg Danish Pilsner, Carlsberg Smooth Draught, 1664, Connor’s or Royal Stout.
As a bonus, customers will also immediately receive a 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 until Feb 29.
In food courts and hawker centres, consumers can redeem limited-edition playing cards with every submission of six artist-edition bottle caps until Feb 11.
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 rummy sets each week when they spend RM100 or more on any combination of Carlsberg Danish Pilsner, Carlsberg Smooth Draught, 1664 or Connor’s until Feb 9.
