Headed over to Ruyi & Lyn in Bangsar Shopping Centre, Kuala Lumpur for the Carlsberg Chinese New Year 2016 media and partners gala dinner. This was the first time that I’ve actually attended a Carlsberg CNY do in a restaurant. Previous years launches were held in the Carlsberg lounge, in a giant marquee set up in the Carlsberg brewery (which was great too!), two (2) temples, and even at Oasis Square in Ara Damansara (last year) so I was pretty excited to attend the dinner which was on 8 January 2016.
As the coming lunar year is the Year of the Monkey ie. the year I was born in, there was added excitement for me. Carlsberg, a beer brand that has been my client for many years, that strives to deliver the finest in everything it does, Carlsberg celebrates the Lunar New Year 2016 by naming it as “Probably The Best Year” (20一流–堪称最佳新年) – playing on the Mandarin and Cantonese pronunciation of the number ‘16’ [Yī Liú] with the Chinese character “一流”, which refers to excellence, top notch or simply the best.
“Chinese New Year is a festive period that runs through our veins at Carlsberg Malaysia,” Henrik Juel Andersen, Managing Director of Carlsberg Malaysia said in his opening address. “Our flagship brand Carlsberg took inspiration from our marketing campaign of ‘If Carlsberg did…” which was launched in 2015. We reimagined if Carlsberg did Chinese New Year, it would probably be the best year, as superior as Carlsberg, probably the best beer in the world. Smartly crowning year 2016 as “Probably The Best Year” it is!” Andersen shared.
The special Carlsberg Auspicious Bamboo is 10 feet height and 8 feet wide, and even dispenses Carlsberg brews, making me wish that I had one at home. Each of the seven tiers carried a symbolic meaning, starting with ‘best of Friendship’ as the foundation, ‘best in Business’, ‘best of Luck, ‘best in festive Bonus, ‘best of Health, ‘best of Fortune” and finally topped by ‘Probably The Best Year 2016’ at the peak of the Carlsberg Auspicious Bamboo.
The Chinese bamboo signifies an object that stands tall, unwavering, infinitely progressing and developing, yet able to withstand strong winds by being flexible and deeply rooted in the ground. Carlsberg believes that like the bamboo, an organisation of person with a strong state of mind, but yet is versatile in different situations, will allow them to enjoy the journey as well as the destination.
So what’s in store for you this Chinese New Year?
Bringing to life the CNY campaign tagline – “Probably The Best Year” (20一流), Carlsberg, for the first time ever launched seven limited edition designs with the seven icons across its cans and big bottles available nationwide during this festive period. Something nice for collectors and perhaps also a meaningful way to share a drink which bestows best wishes to family and friends.
Consumers can also strike a ‘big fortune’ with Carlsberg’s nationwide promotion running from now until 29 February 2016, whereby consumers who collect four crown corks are entitled to redeem RM2 Magnum Voucher and stand a chance to win Magnum Jackpot or redeem Jolly Shandy, depending on location.
For more information on Carlsberg’s consumer promotion and on-ground activation, head over to www.facebook.com/CarlsbergMY