Ushering in the Year of the Sheep with a nautical touch, Carlsberg Malaysia’s Chinese New Year (CNY) campaign is wishing consumers “Smooth Sailing In A Year Of Abundance” as it bids goodbye to the tumultuous events of the Year of the Horse to welcome a year of serenity, security and one that is simply smoother.
At its CNY campaign launch celebration, Carlsberg symbolically embarked on a ‘smooth’ journey into the Year of the Sheep by setting sail in a regal ‘Carlsberg Smooth Sailing Ship’ to mark the auspicious occasion of a new beginning.
Carlsberg, probably the most popular CNY festive beer, is championing ‘smooth sailing’ by inspiring its consumers and customers to stay positive and embrace a smoother new lunar year. In this spirit, Carlsberg’s CNY message of “Smooth Sailing In A Year Of Abundance” was brought to life through a resplendent Chinese treasure ship towering up to 18ft (that equals about 20 large bottles of Carlsberg!), 12ft wide and spanning 28ft in length, complemented by three billowing sails that displayed the Chinese character (順) which means ‘smooth’. The ship is 900kg in weight, which is equivalent to 795 large bottles of Carlsberg. For a smoother start to the year, the brand’s CNY consumer promo is also giving away cash rewards and making one lucky person its inaugural Carlsberg Millionaire.
The launch venue of Oasis Damansara’s central water feature provided the perfect setting for the ‘Carlsberg Smooth Sailing Ship’. Managing Director of Carlsberg Malaysia, Henrik Juel Andersen, unveiled the campaign by igniting a dragon cannon that set off the hoisting of the ship’s vivid red and gold sails to the percussion beat of Chinese traditional drums and a lion dance performance that culminated with dazzling fireworks.
The green woodwork of the ship’s frame symbolizes both Carlsberg as well as the Year of the Wood Sheep, which represents abundance, growth, vitality and peace. The brilliant red and gold colours of the ship’s sails signify Carlberg’s wishes for good luck and wealth to all its consumers, promising favourable and smoother times in the lunar new year. A ‘Steer of Fortune’ is placed on the ship’s deck to give consumers the chance to steer their way to gifts and prizes for a fortune-filled 2015, signifying a smooth start to a great year ahead.
Carlsberg’s CNY consumer promo, from now till 28th February 2015, is giving away RM13,888 ang pows to 38 lucky winners, from among whom one lucky winner will become the Carlsberg Millionaire and RM1 million richer.
To be one of the 38 winners, one has to:
- Discover the Chinese character 順 on the underside of bottle caps of any large bottles of Carlsberg, Asahi Super Dry or Royal Stout purchased at participating restaurants, food courts, hawker centres and coffee shops.
OR
- Discover the congratulatory message printed on the base of the tray of 24-can Carlsberg Festive Packs purchased from participating supermarkets and hypermarkets.
OR
- Have the most accurate entry in Carlsberg’s ‘Guess The Coin’ contest at www.carlsberg-cny.com.my to get a year’s supply of Carlsberg Festive Pack that may contain the lucky ticket to RM13,888 cash.
Each winner of the RM13,888 prize will be invited to a special celebratory event in Klang Valley at the end of the consumer promotion to find out who among them will become the first Carlsberg Millionaire. Throughout the campaign, consumers who purchase the 24-can Carlsberg Festive Packs also stand a chance to win RM200 shopping vouchers.
Interesting competition!