CNY in South East Asia: That calls for a Calsberg!

No beer brand is trying as hard as Carlsberg to engage with it’s asian customer base. The rivalry between the beer brands has been intense, but the clear winner seems to be : Calsberg !

This Chinese New Year (Year of the horse) , Tiger beer seemed to have a head start with its numerous print and bus-stop ads. Tiger beer collaborated with the upcoming art illustrator Victo Ngai to produce a specialised illustration that has eight hidden horses. 


Although the concept seems cool, Carlsberg has surely been the winning horse this festive season. In Malaysia itself , Calsberg organised a horse racing event for it’s customers to gallop into the year of the horse with a horse. During this event, Calsberg Malaysia’s managing director (Henrik Andersen) made his grand entry in a massive horse drawn chariot with Chinese drums. At the racing event, the jockeys and horses vied for a trophy and a cash prize of RM 75,000. Of course, the success icon for the event was Calsberg’s creative element at it’s best – a liquid like golden horse on it’s hind legs appearing from (wait for it) the very own Carlsberg Bottle. 


Back in Singapore as well, Calsberg was going out of its way to positively associate itself with the fun filled festival of Chinese New Year through its lion dance performances. [Traditionally, a Lion Dance Troup visits restaurants, households and shops throughout the community to perform the traditional custom of “Cai Qing” literally meaning “Plucking the Greens”.The “lion”dances and approaches the “green” (of oranges or tangerines) like a curious cat, in order to “eat the green” and “spit” it out once it is transformed into fortune]. Fortunately, the Calrsberg Lion Dance had another twist in its performance : The lions had to drink up bottles of Calsberg as they spread good fortune to the businesses and onlookers. 

Thankfully, I had the [good fortune] to witness one of these mind blowing dances at a popular bar in Singapore. Of course, needless to say, all the lucky ones who were at the bar got free Calsberg beer! This Chinese New Year Calsberg outdid its competitors in the South East Region by truly engaging the brand with its local audience.

As for me, my Chinese New Year Celebrations got so much more interesting after that bottle of free beer!

Now, doesn’t THAT call for a Calsberg?



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