What happens when you mix 178 years of brewing heritage, a dash of modern creativity, and the most auspicious time of the year? You get Carlsberg’s 一起發, Brewing Prosperity Together for the 178th Year campaign!
This year, Carlsberg is trying its hand at partaking in the Chinese New Year festivities with this stunning limited edition packaging designed by award-winning creative duo 1983ASIA (Yao & Su Su). But wait, there’s more! They’re also serving up prizes, interactive games, and heartwarming stories to remind us that nothing makes a perfect reunion dinner quite like beer, poker, and a bit of CNY magic!
So, grab your oranges and ang baos, because this CNY, Carlsberg isn’t just brewing up beer – they’ve also got some heartfelt messages, fun, and maybe even some valuable prizes up for a lucky few!
The Snake That’s Stealing the Show
Let’s talk design! The new packaging is inspired by Carlsberg’s iconic “Hop Leaf” symbol, and Yao and Su Su have reimagined it into a masterpiece of Chinese New Year aesthetics: a golden snake crowned with hops! It’s a symbol of vitality, prosperity, and good fortune, slithering forward adorned with blossoming flowers to represent the successful beginning of a new year.
The snake’s beautiful green body exudes a sense of peace and calm, while the gold floral accents scream elegance and refinement. It’s the kind of packaging that wouldn’t end up in the trash – this would be a permanent decoration in my house!
What’s more, ‘一起發 ‘doesn’t just mean “Brewing Prosperity Together.” It’s also a clever nod to Carlsberg’s 178 years of brewing excellence. In Mandarin, “一起發” sounds like “one,” “seven,” and “eight,” making it a triple threat of unity, success, and prosperity. Brilliant!
Go Big Or Go Home! Carlsberg’s CNY Giveaways
Because it’s not CNY without some healthy competition (and free stuff), Carlsberg is cranking up the excitement with a slew of festive promotions and prizes!
Starting off with an eternal CNY favourite, Carlsberg has come out with a Prosperity Poker Set, perfect for adding a little bit of sleek, stylish dazzle to your CNY family game nights! This isn’t your average deck of cards, either! And even if you lose every hand, at least your poker set will look fabulous.
Interested? If you spend S$58 on Carlsberg, Connor’s, or Somersby at supermarkets like FairPrice, Sheng Siong, Giant, or Cold Storage, you’ll walk away with this limited edition poker set, worth S$98!
Next up, some prizes to be won at participating coffee shops, Carlsberg’s limited-edition CNY beer bottles are hiding some stupendous surprises under their caps! Flip one open, and you could win anything from S$888 in cash to a luxury cruise trip complete with a palace suite. That’s right, something as simple as buying a beer could be your ticket to a free holiday!
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Carlsberg isn’t stopping at supermarkets and coffee shops. They’re hitting the streets with interactive roadshows at selected outlets too. Expect familiar faces, lively games, and exclusive prizes galore! It’s an entire mini CNY carnival, and all you have to do to have a great time is just show up!
一起發, Brewing Prosperity Together for the 178th Year
Carlsberg’s 一起發, Brewing Prosperity Together for the 178th Year campaign isn’t all about selling beer, it’s about creating moments that bring people together, whether it’s over a poker game, a shared meal with family, or a bottle of beer with a little surprise under the cap. So, feel free to pop open a bottle, toast to 178 years of brewing excellence, and let the Carlsberg flow freely! (responsibly, of course).
If you’re feeling excited, you can check out the official Carlsberg website for more information on the limited-edition design, as well as their other ongoing promotions and events like their content series and roadshows! Additionally, be sure to head on over to their Instagram page so you don’t miss out on any important updates.
Visuals courtesy of Carlsberg Singapore.
