Carlsberg has launched the ‘Tree of Abundance' Chinese New Year national campaign to the tune of RM6.8 million.
Launched at the Nine Emperor Gods Temple, the campaign showcases the ‘Tree of Abundance', inspired by the money tree plant, which is said to bring good fortune to all who receive it.
The towering, golden-hued Carlsberg ‘Tree of Abundance' symbolises Carlsberg's 2013 CNY theme 'May your prosperity reach new heights this Chinese New Year'.
Soren Ravn (pictured), managing director of Carlsberg Malaysia, said through this year's campaign, the brand encourages its consumers to adopt the positive virtues of the snake which include intelligence, determination and being highly intuitive so they can harvest an abundance of prosperity and good fortune throughout the year.
Carlsberg will embark on a road show across Peninsular Malaysia and will be spreading prosperity through giveaway.
This is the biggest campaign of its kind where lucky consumers can receive either RM11,888 or RM1,188 in ang pows besides other prizes in kind.
Carlsberg has increased the value of giveaways by close to RM2 million compared to the year before. The consumer campaign will end on February 24 or while stocks last.