The multi-market campaign is part of Carlsberg Group’s broader investments in premium brands, and accelerating growth in Asia.
Copenhagen, Denmark: Carlsberg has partnered with renowned artists 1983ASIA to create a limited-edition look for its iconic beer to celebrate the Year of the Snake, a time typically associated with prosperity. The Danish brewer is marking the festival with specially designed packs, perfect for families and friends to enjoy in style as they come together for the celebrations.
The two Asian artists behind the design, Yao from Malaysia and Su Su from China, have worked together to combine contemporary art and design with familial traditions that take place during Lunar New Year, helping beer drinkers celebrate in a truly special way.
The artwork concept commemorates the Year of the Snake’s association with wisdom, elegance and transformation, giving Carlsberg’s iconic hop leaf an all-new look for this year’s celebration.
The snake is intertwined with striking, blossoming flowers as a sign of new beginnings, hope and happiness. The colours were carefully curated, with red symbolising prosperity, orange representing good fortune and a touch of blue which brings a uniqueness and honesty. The artwork is finished with elegant touches of gold representing good luck and good fortune.
To be enjoyed together with loved ones during Lunar New Year festivities, Carlsberg’s Year of the Snake design truly celebrates Asian culture.
“In Chinese culture blossoming flowers are seen as a sign of new beginnings, hope and happiness with different types symbolising different meanings of prosperity,” said 1983ASIA Artists, Yao and Su Su.
“We wanted to create a design that captures this prosperity, giving the Carlsberg beer a fresh new look as families come together to celebrate the Lunar New Year.”
“At Carlsberg, we want everyone to have access to the best things in life, including the best beer and the best Lunar New Year celebrations,” said Lynsey Woods, Global Brand Director, Carlsberg Brand.
“As such, we wanted to create something special for this year’s occasion. This stunning, special-edition design blends heritage and modern artistry to celebrate the Year of the Snake. We hope that customers will share these beers with their loved ones and create lasting memories as they come together for the annual celebrations. Cheers to the Lunar New Year!”
Carlsberg is more than a great brew but a brand truly synonymous with celebration. Across the diverse Asian markets, the brands’ commitment to engaging with people has been key to its success. This Lunar New Year activation is just part of this commitment.
The Carlsberg Lunar New Year limited edition will be able to purchase from select retailers across China, Hong Kong SAR, Malaysia, Singapore and Vietnam. The Carlsberg brand will further engage consumers this Lunar New Year with in-store activations, digital engagement, and community events.
