Brewer aims to lift spirits for CNY


On stage, Clini (left) and Carlsberg Malaysia sales director Gary Tan unveiling the brewer’s Chinese New Year 2022 campaign with the brand’s southern region sales managers in Johor Baru.

A BREWER has unveiled its Chinese New Year campaign that hopes to lift Malaysians’ spirits as they usher in the lunar new year and navigate their way back to normalcy following the Covid-19 pandemic and last year’s flood incidents.

Carlsberg Malaysia managing director Stefano Clini said he hoped the campaign, themed “Coming together for a smoother year”, would provide a boost to consumers by delivering smoothness and longevity.

“These past two years have been very tough but I am proud that we stuck together through thick and thin.

“As we usher in the Chinese New Year, we want to encourage all our consumers to look forward to the future with optimism and positivity.

“We hope that our campaign theme will encourage consumers to stay positive in embracing a smooth -sailing year and a long and healthy life.

“Together, we will prosper and emerge stronger,” he said after unveiling Carlsberg Malaysia’s Chinese New Year 2022 campaign in Johor Baru.

For this festive season, the company has come up with beautifully designed cans for Carlsberg Danish Pilsner and Carlsberg Smooth Draught that combine the modern identity of the brand with auspicious icons.

“Complementing the Carlsberg Danish Pilsner’s iconic green can is the Chinese character “Fu”, emboldened in gold against a rich red background to celebrate well-being and abundance.

“On the other hand, wrapped around the silver and white Carlsberg Smooth Draught can is a symbol of smoothness in the form of ancient Chinese treasure ships, portraying smooth sailing and prosperous times ahead.

“The prominence of the colour red and gold on both the limited-edition cans and 24-can festive packaging magnify the festive spirit and exudes auspiciousness, which is Carlsberg’s way of wishing everyone a year of smoothness and longevity,” said Clini.

Both the limited-edition cans are designed and curated in collaboration with feng shui and Chinese metaphysics expert Datuk Joey Yap.

Yap’s signature is featured across all of Carlsberg Chinese New Year festive packaging while his readings on each Chinese zodiac fortune are also featured exclusively on Carlsberg’s playing cards.

He said the brand’s Chinese New Year campaign theme this year was fitting, given what we had experienced these past two years.

“The year 2022 is a new beginning for all of us, and Carlsberg has put together a campaign that not only encourages positivity but allows everyone to have better clarity and focus for a smoother, happier and healthier year ahead,” he added.

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