Blue campaign set to lift spirits


  • Metro News
  • Tuesday, 12 Dec 2017

(From left) Carlsberg Malaysia non- executive director Chew Hoy Ping, human resource director Felicia Teh, Lehmann, corporate communications and CSR director Pearl Lai and marketing director Charles Wong launching the Kronenboug 1664 Blanc ‘Pause for a Blue Christmas‘ campaign. — Photos: GLENN GUAN/The Star

IT IS hard to imagine Christmas without red and green, but Kronenbourg 1664 Blanc has pulled it off.

The French beverage brand swapped the archetypal hues with a blue palette and refreshed the Yuletide theme with its “Pause for a Blue Christmas” campaign.

Nobody will be feeling blue though, as the campaign is introducing a string of activities to get merrymakers to take time off and enjoy little moments during the holiday season.

Carlsberg Malaysia managing director Lars Lehmann said, “In July this year, we launched ‘Pause for Le Moment’, a memorable and successful campaign that allowed our consumers to appreciate all the little quality moments life has to offer, just like the French do.

(Above) Blue Santarinas break into a dance to celebrate the lighting up of the Kronenbourg 1664 Blanc blue Christmas tree. (Left) Guests in the giant roving snow globe with a blue Santa during event.
Blue Santarinas break into a dance to celebrate the lighting up of the Kronenbourg 1664 Blanc blue Christmas tree. 

“This time around, we wanted to advocate the same message but in a festive manner to create an equally memorable brand experience that is distinctive to Kronenbourg 1664 Blanc,” he added.

The campaign, which takes after “Christmas a la francaise” where the festivities stretch over weeks, kicked off with a Christmas tree lighting ceremony at Nicsmann 1940s by Lewre on the Park at the Starling Mall in Petaling Jaya.

More than 350 guests witnessed the lighting up of the 4m-tall Christmas “tree” made completely using Kronenbourg 1664 Blanc blue bottles.

In addition to enjoying a night filled with food and drinks, guests got to meet a blue Santa in a giant roving snow globe.

Guests in the giant roving snow globe with a blue Santa during event.
Guests in the giant roving snow globe with a blue Santa during event.

This snow globe will make its way to selected bars and restaurants until Dec 20.

At the same time, a 12-day “Pause for a Blue Christmas” social countdown challenge is running on Kronenbourg 1664 Blanc’s Facebook page, where participants can win food and drinks coupons redeemable at the “Pause for a Blue Christmas” party, the campaign’s finale.

Open to all, the party is set to take place at Tom, Dick and Harry’s @ Oasis Ara Damansara on Dec 22.

Guests will be welcomed into a “Blue Christmas Town” where there will be jazz performances, carollers and an 6m-tall Christmas tree made from 1,700 Kronenbourg 1664 Blanc bottles.

For details, visit facebook.com/KronenbourgMY

Article type: metered
User Type: anonymous web
User Status:
Campaign ID: 1
Cxense type: free
User access status: 3
   

Across The Star Online