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Monday, September 7, 2009

Carlsberg fetes trade partners at CNY open house


newsdesk@thesundaily.comCARLSBERG Malaysia kicked off the Year of the Ox by hosting an open house for trade partners and the media in Shah Alam recently as a gesture of appreciation.
It was also a celebration of the success of their Chinese New Year campaign and festive beer sales.
Guests were treated to lunch, a feng shui talk by Benny Chew, and a violin recital by Malaysian violinist Joanne Yeoh.
Carlsberg Malaysia managing director Soren Holm Jensen said the campaign with the tagline "Life favours those who see things differently" encourages all to view things differently and see opportunities during good and bad times.
"The Carlsberg CNY campaign which shows the ‘niu’ (ox) transforming into ‘sheng’ (life) on our limited festive can carries a message of ‘positivity’, and was well-received by the Chinese community."
He said that the festive can uses thermo-chromatic ink, and when the can is chilled at 6°C, which is the right drinking temperature, the Chinese character of ‘niu’ (ox) will have a special Carlsberg swoosh, revealing the word ‘sheng’ (life).
Sales during the CNY campaign were marginally higher than last year’s CNY campaign and Soren attributed the success of the campaign to local retailers who had maintained the price of their products during the festive period.
He also said the special combo pack of 24 cans of Carlsberg Green Label and four cans of Carlsberg Gold, as well as the Jolly Shandy Festive Pack-To-Go of 24 cans of Lemon and six cans of Lychee and Peach flavours, received positive feedback from the public.
Carlsberg Malaysia also fulfilled its corporate social responsibility by giving back to the Chinese community, with its charity campaign listed as "The Longest Running Chinese Charity Show in Malaysia" in the Malaysia Book of Records.

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