CARLSBERG Malaysia is ushering in the Year of the Sheep with a nautical touch, with its Chinese New Year campaign wishing consumers a “Smooth Sailing Year in Abundance”.
Based on the traditional Chinese saying ‘shen fung shen sui’ (smooth sailing), the campaign was launched with the unveiling of a resplendent Chinese treasure ship at the central water feature in Oasis Square, Ara Damansara, Petaling Jaya recently.
Towering at 5.5m and spanning 8.5m in length, the Chinese barge replica weighs 900kg and was complemented by three billowing sails displaying the Chinese character for ‘smooth’.
The ship’s green woodwork frame represents the Year of the Wood Sheep, as well as being the brand’s distinctive colour, while brilliant red and gold accents were added to usher in good luck and wealth.
Carlsberg Malaysia managing director Henrik Juel Andersen launched the campaign with the lighting of a dragon cannon that set off the hoisting of the ship’s sails, to the beat of traditional Chinese drums and a lion dance performance before ending with dazzling fireworks.
“The year 2014 ended on a sombre note, with economic challenges, heart-breaking tragedies and unprecedented floods that affected many people emotionally, physically and financially.
In spite of the odds, it is with faith and hope that we embrace new beginnings and fresh opportunities,” said Andersen.
“The ship embodies progress into a year of smoother sailing, greater prosperity and good fortune.
The celebrations this year are also doubly meaningful as Carlsberg was also ‘born’ in the Year of the Sheep, in Denmark in the year 1847,” he added.
At the launch, guests were invited to board the ship and spin the ‘Steer of Fortune’ to win prizes.
They were also entertained by drum performances and a Thousand Hands dance show.
As part of the brand’s Chinese New Year promotion, Carlsberg is also giving away cash rewards and making one lucky person its inaugural Carlsberg Millionaire.
Thirty-eight lucky winners stand to walk away with cash ang pow worth RM13,888 each, while one winner will be crowned the Carlsberg Millionaire and be RM1mil richer.
To participate, one needs to find the Chinese character for ‘smooth’ printed on bottle caps of any large bottle of Carlsberg, Asahi Super Dry or Royal Stout purchased from participating stores.
One can also purchase the 24-can Carlsberg festive pack at participating supermarkets and look out for a congratulatory message on the base of the tray.
The nationwide contest is running until Feb 28.
For details on the contest and other festive activities lined up, visit www.carlsberg-cny.com.my