Good karma for Carlsberg

DESCRIPTION

Carlsberg, one of the three major beer brands in Malaysia, sought a way to cut through the clutter during Chinese New Year and capitalise on public feelings of wellbeing throughout the holiday period.

Faced by strict regulations placed on alcohol manufacturers by the Malaysian government, Carlsberg wanted a way to engage with ordinary Malaysians ahead of the Chinese New Year exodus, where the majority of Chinese return home to their respective states.

It decided to link up with a daily newspaper, circulated in key Carlsberg sales regions, and negotiated the media buy of a wrap-around designed like an Angpau – a little red envelope distributed over the festive period. Angpau are traditionally used for giving money and are synonymous with good luck.

The local media response to Carlsberg’s campaign was overwhelming, as this kind of media buy had never been executed before. Brands predominantly use more traditional methods such as full-page advertisements. The print publicity generated amounted to half of Carlsberg’s original investment.

IMAGES