Carlsberg had recently launched its Chinese New Year campaign at the prestigious Selangor Turf Club (STC) at the auspicious time and date of 11:11am on January 11.
The beer brand welcomed the Lunar New Year by presenting a special horse race named the ‘Carlsberg Golden Success Cup’ to symbolically unleash success and good fortune in leaps and bounds for consumers and customers of the brand.
Keeping with tradition, Carlsberg Malaysia managing director Henrik Juel Andersen arrived in a horse-drawn chariot to the beat of Chinese drums, followed by the appearance of eight “Fook Gods” (Gods of Prosperity), and a riveting lion dance performance by multiple world-champion troupe, Kun Seng Keng Dragon Lion Dance Association.
The launch also unveiled the striking creative of the Carlsberg Chinese New Year campaign from behind a 10-foot tall door embellished with mock gold coins, reminiscent of an ancient palace entrance in olden day China.
Andersen says: “As we bid goodbye to the Year of the Snake, we are racing into the new lunar year with speed and energy to spread success and good fortune to all our consumers and customers.”
“The horse is a strong and noble animal. Its magnificence is clearly reflected in our Chinese New Year campaign creative and it is Carlsberg’s call to consumers to take charge and be bold as they pursue every happiness and success that await.”
In what was easily the most auspicious symbolic race of the year for the brand, the ‘Carlsberg Golden Success Cup’ saw jockeys and horses vie wholeheartedly to gain the lead, and win the prestigious trophy and cash prize of RM75,000 as the crowd cheered them on in a hearty welcome to the upcoming Year of the Horse.
As a way of saying thank you to their loyal customers, Carlsberg will be sharing good fortune and prosperity with their Chinese New Year ang pow giveaways, with over 80,000 cash prizes and giveaways up for grabs. Just get a large bottle of Carlsberg, Asahi Super Dry or Royal Danish Stout at participating outlets and check the cap liner. Contestants who submit a contest form could stand a chance to win RM888 and bonus prizes.