Carlsberg Malaysia has launched its Chinese New Year (CNY) campaign with this year's theme titled “Probably The Most Victorious Year" inspired by the Chinese saying qi kai de sheng (齊開得勝), which means “flagging off victory of an undertaking” or “together, we achieve success”.
As part of the campaign, it will feature the traditional auspicious red colour in all festive edition bottle caps and pull-rings of Carlsberg and Carlsberg Smooth Draught. The brewer will also reward its consumers through promotion leading into 2018. Carlsberg’s spokesperson said its CNY greeting ad has been displayed in participating hypermarkets, supermarkets and coffee shops across the nationwide. The company is also promoting the campaign via newspaper, digital platforms, as well as, on-ground activation.
The CNY greeting advertisement shows four auspicious red bottle caps burst out from Carlsberg and Carlsberg Smooth Draught bottles wishing everyone “be jolly together”, “abundance of happiness”, “a simply satisfying year” and “cheers!” or “yum seng!” in mandarin language. When combining the four key Chinese words, it reads as “probably the most victorious year”, Carlsberg Malaysia's spokesperson said.