[Event]

Headed over with Malaysia’s Hottest Bloggers’ Emma and Jiayeen to the Thean Hou temple on the burning hot morning of 5 January 2012 to witness the launch of Carlsberg’s Chinese New Year promotion launch. It’s a sure sign that CNY is approaching when the weather changes from the soaking wet December to the very sunny January. Good thing awaiting me was lots of ice-cold beer to cool me down.

Ok back to what happened. Carlsberg Malaysia welcomed the Year of the Dragon with a celebration befitting the auspicious occasion and the legendary creature of the year, revered for its strength, vitality and power.

Carlsberg’s launch of its Chinese New Year (CNY) national campaign this year was commemorated with the first-of-its-kind green ‘Flying Dragon’ that was specially designed to ignite vitality and bring prosperity in conjunction with the Year of the Dragon celebration. Measuring 118 feet in length, Carlsberg’s giant green ‘Flying Dragon’ took flight at the resounding Chinese cymbals and traditional drums, after the appearance of eight Fook Gods, a joint performance of eight lions and a dragon dance.

The customised green ‘Flying Dragon’ is a symbolic invitation to consumers to embrace the Year of the Dragon with courage and vitality, and soar to greater heights.

(Being a Christian, I don’t believe in feng shui so I will simply pray that God blesses you with health, wisdom, integrity, and the will to do what is right this year.)

Soren Ravn, Managing Director of Carlsberg Malaysia said, “Each year, the lunar new year celebrations give Carlsberg Malaysia a great opportunity to showcase to our Chinese consumers our appreciation of the community’s time-old cultural traditions. This explains the selection of the famous landmark, Thean Hou temple, as our venue to kick off the celebration in such an auspicious and harmonious environment.”

 “The Chinese also consider the dragon a strong, fearless and confident animal, which makes Carlsberg’s choice of the ‘Flying Dragon’ a fitting gesture to encourage our consumers to aim high in everything that touches their lives in the Year of the Dragon. Together with the Fook Gods, we wish to spread an abundance of vitality and happiness among our consumers across the country, with the hope that all will achieve good fortune in the years ahead.”

Ravn added, “Nothing makes a Carlsberg taste better than when shared in the spirit of togetherness. ‘That truly calls for a Carlsberg’ rings true especially during the CNY celebration which is an ideal time for reunions and gatherings. As the most preferred beer in Malaysia, Carlsberg is honoured to be a part of these happy occasions and moments. On the CSR contribution towards the Chinese community, Carlsberg Malaysia has, through its few fund raising projects, accumulated charity funds of RM409million for the development of Chinese schools and institutions.”

That’s a really long speech Soren…but I think it’s good that Carlsberg gives back to the community via it’s CSR campaigns!

Ok here’s the interesting bit – prizes!

The prizes from Carlsberg’s CNY RM4,888,888 redemption promotion include eight pieces of pure 999 gold Dragon Sculptures worth RM9,999 each. Each Dragon Sculpture carries a ball symbolising the “pearl of power”. Hmmm does that remind you of Dragon Ball?

You can also stand a chance to win 888 pieces of pure 999 gold pendants worth RM999 each as well as 688,888 bottles of limited edition Carlsberg Gold pints that come in a special festive packaging for the CNY celebration. This Carlsberg promotion is available from now until 6^th February 2012 or while stocks last.

In the coming weeks, check out the Carlsberg road shows covering key regional markets in Peninsular Malaysia. The road shows will include the appearance of the ‘Flying Dragon’, the giant dragon statue, Fook Gods and lion dance performances at the following locations:

So the next time you’re having a Carlsberg be sure to check the bottle cap!

More info at www.carlsberg.com.my