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Jan 29, 2015

Carlsberg Sets Sail into the Year of the Sheep


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Chinese New Year is almost here! Recently, I was invited to Carlsberg's CNY campaign launch celebration that was held in Oasis Square, Ara Damansara. I love how they used the wordplay of 'sheep' & 'ship' where they ushered in the Year of the Sheep with a nautical touch. 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 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 18 ft and spanning 28 ft in length, complemented by three billowing sails that displayed the Chinese character () which means ‘smooth’.  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.

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The water feature in Oasis Square certainly proved to be a 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.

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Andersen said, “The year 2014 ended on a sombre note, with economic challenges, heart-breaking tragedies and unprecedented floods that have affected many people emotionally, physically and financially. In spite of the odds, it is with faith and hope that we embrace new beginnings and fresh opportunities for a year of smoother sailing.”

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At the launch event, guests were also invited to board the ‘Carlsberg Smooth Sailing Ship’ and spin the ship’s ‘Steer of Fortune’ to win CNY giveaways. In keeping with Chinese customs and to give consumers an auspicious start, its CNY consumer promo was giving away RM13,888 ang paws to 38 lucky winners, from among whom one lucky consumer will become the Carlsberg Millionaire and RM1 million richer.

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The nationwide search for the Carlsberg Millionaire is well on its way, with several winners already taking home the cash prize of RM13,888 each. To win the windfall of RM13,888, one needs to find the Chinese character (printed on the bottle caps of any large bottle of Carlsberg, Asahi Super Dry or Royal Stout purchased at participating outlets. Alternatively, one can also purchase the 24-can Carlsberg festive pack from participating supermarkets and hypermarkets and look for the congratulatory message printed on the base of the tray.

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For additional chances, Carlsberg fans can take part in the Carlsberg ‘Guess the Coin’ contest online, at www.carlsberg-cny.com.my. Simply guess the number of gold coins forming the image of the ‘Carlsberg Smooth Sailing Ship’. The most accurate entry will win a year’s supply of Carlsberg that could also contain a lucky ticket to win RM13,888 and be in the running to be the Carlsberg Millionaire!

For more information on the Carlsberg Millionaire contest and other festive activities lined up, visit www.carlsberg-cny.com.my or www.facebook.com/CarlsbergMY.

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