Celebrating the Year of the Ox, the Danish firm is urging local consumers that “life favours those who see things differently” and is looking to tap on increased beer sales during the festive period, despite the economic slowdown.
“For CNY 2009, Carlsberg Malaysia would like to wish all our consumers a sense of positivity. We foresee that the road ahead still remains difficult and challenging, but there is always a silver lining to any perceived problem. Just like the Ox, by staying resolute and keeping positive, one can turn things around and celebrate little milestones in life”, said Ole S. Nielsen, GM of marketing for Carlsberg Malaysia.
Naga DDB created the campaign and OMD is charged with media. “We ensured that this campaign is fully integrated and implemented through-the-line. We have been single-minded in our communication and consumers are exposed to one consistent message at all touch-points, i.e media and point-of-sale. As the No.1 beer in Malaysia, we needed to act like a market leader and be at the forefront of innovation, as shown in this case,” said Nielsen.
The campaign also featured a creative media buy in the form of giant red packets that came along with copies of the China Press at newsstands.
“In a highly cluttered retail category, especially during the festive season, the challenge was on how to get a position that will stand out; to create memorability for the brand and unprecedented talk of town. At the same time, the goal was to enable Carlsberg to send its CNY greetings to the target audiences during the key purchasing weekend, which is right before CNY. We also wanted to create the loudest impact within the category and beyond. Moreover, this would be a media buy that was never done or attempted before; raising the bar of the usual newspaper wraps several notches higher. OMD together with China Press was our media partner in this project who did a fantastic job,” added Nielsen.
