Singapore – Carlsberg has partnered with artists 1983ASIA to create a limited-edition look for its iconic beer to celebrate the Year of the Snake, a time typically associated with prosperity. The Danish brewer is marking the festival with a multi-market campaign in Asia through specially designed packs, ideal for families and friends to enjoy in style as they come together for the celebrations.
The two Asian artists behind the design, Yao from Malaysia and Su Su from China, have worked together to combine contemporary art and design with familial traditions that take place during Lunar New Year, helping beer drinkers celebrate in a truly special way.
The artwork concept commemorates the Year of the Snake’s association with wisdom, elegance and transformation, giving Carlsberg’s iconic hop leaf an all-new look for this year’s celebration.
Moreover, the snake is intertwined with striking, blossoming flowers as a sign of new beginnings, hope and happiness. The colours were carefully curated, with red symbolising prosperity, orange representing good fortune and a touch of blue which brings a uniqueness and honesty. The artwork is finished with elegant touches of gold representing good luck and good fortune.
Lynsey Woods, global brand director at Carlsberg Brand, said, “At Carlsberg, we want everyone to have access to the best things in life, including the best beer and the best Lunar New Year celebrations. As such, we wanted to create something special for this year’s occasion.”
She added, “This stunning, special-edition design blends heritage and modern artistry to celebrate the Year of the Snake. We hope that customers will share these beers with their loved ones and create lasting memories as they come together for the annual celebrations.”
The Carlsberg Lunar New Year limited edition will be able to purchase from select retailers across China, Hong Kong SAR, Malaysia, Singapore and Vietnam. The Carlsberg brand will further engage consumers this Lunar New Year with in-store activations, digital engagement, and community events.
