E-Malt.com News article: Malaysia: Carlsberg Malaysia offers beer in special cans for the Chinese New Year

Carlsberg Malaysia has unveiled a locally conceptualised campaign for the Malaysian market this Chinese New Year, The Star reported on January, 12.

The limited edition “festive cool can” has an innovative design feature introduced for the first time in Malaysia and translates Carlsberg’s Chinese New Year tagline of “Life favours those who see things differently” through an icon.

The Chinese character representing “ox” (niu) is featured on the side of the can when the can is chilled to the optimum drinking temperature of 6°C. The iconic “Carlsberg swoosh” appears under the “ox” character to transform it into the Chinese character representing life (sheng).

It is made possible using a unique “thermo-chromatic” ink, a compound that responds or reacts when exposed to certain temperatures.

“Here at Carlsberg, we believe that we need to maintain a positive outlook and to try to see things differently as there are a lot of positives that can be taken from a downturn,” Carlsberg Marketing Sdn Bhd general manager Ole Nielsen said.

He said the price of the “festive cool can” would remain the same as the “generic can”, and that millions of cans had been produced for the campaign.

Nielsen also revealed that for the Chinese New Year festive period, Carlsberg would be offering a Special Combo Pack that comprises 24 cans of Carlsberg Green Label and four cans of Carlsberg Gold, as well as a Jolly Shandy Festive Pack-To-Go that has 24 cans of Lemon and six cans of Lychee and Peach flavours in a box.

The limited edition Carlsberg “festive cool cans” have been on sale since early this month at all hypermarkets and supermarkets nationwide while stocks last.


14 January, 2009