To celebrate the arrival of the upcoming Year of the Monkey, Carlsberg will ring in the festive season with four different limited edition can designs and seven for quart bottles.
Carlsberg’s Chinese New Year campaign tagline this year – perhaps unsurprisingly considering its signature marketing campaigns built around “If Carlsberg did…” – is “Probably The Best Year” (20 一流)”, a play on the Mandarin pronunciation of the number 16 (yī liú) and the Chinese term 一流 (yī liú) referring to excellence, top notch or simply the best.
And with that the beer brand is launching four different limited edition can (323ml) designs with festive elements each emblazoned with well-wishes of friendship (友情 yŏu qíng), luck (运气 yùn qì) and fortune (财运 cái yùn), along with a more generic one. For its quart bottles (644ml) there are a total of seven different designs, with the addition of well-wishes of bonus (花红 huā hóng), flourishing business (生意 shēng yì) and health (建康 jiàn kāng).
“Chinese New Year has always been one of the most celebrated occasions at Carlsberg Singapore,” says Jimmy Toh, General Manager of Carlsberg Singapore. “We took inspiration from our signature Carlsberg series of marketing campaigns launched in 2015, ‘If Carlsberg did…’, and imagined that if Carlsberg did Chinese New Year it would probably be the best year.”
The new festive cans are available nationwide at all leading supermarkets during the festive season, sold exclusively in 24-can cartons, although each carton contains no more than two different designs.
The quart bottles will retail at participating coffee shops and hawker centres, and during this period drinkers may also want to check under the crown liner of every bottle cap – if there’s an $8 printed on it they can redeem it for cash at all the participating outlets, while a combination of a 20 cap and a 一流 cap will win the lucky winner S$1,688, which may be redeemed exclusively from Carlsberg Singapore.