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What is Carlsberg’s marketing campaign?

January 12, 2011 | Author: candyce | Posted in Drinks & Beverages, Marketing & Sales

Singapore – Carlsberg is cashing in on Chinese New Year festivity with a SGD 3 million ad campaign themed on the year of the Rabbit.

The integrated campaign will run in print dailies such as the Straits Times, Lianhe Zaobao, Lianhe Wanbao, Shin Min Daily and Today, as well as on radio, TV, outdoor and bus stops, and through roadshows until 2 February 2011.

The roadshows will be held in heartland areas such as Kovan, Bukit Batok, Hong Lim Park.

The beer brand is also sponsoring a detective-fantasy drama, “A Pillow Case of Mystery II”, which will run on StarHub TV.

In addition, Carlsberg has also collaborated with Malaysian song-writer, Kah Jun to develop a song themed on happiness, which will be performed by nine DJs of FM 100.3 and aired daily on the radio station from 12 January – 9 February 2011.

It will also work with local jeweler Poh Heng to come up with a 999K framed gold- pendant and 25,000 pieces of these will be given out in an island-wide consumer promotion.

The campaign ends with a lucky draw at the end of the promotion period with a BMW 523i luxury sedan worth approximately SGD 220,000 as the prize. This will be held on 13 Feb 2011 at a trade and consumer dinner banquet where two hundred pre-selected consumers will be shortlisted to attend.

Bart Lim ,GM of Carlsberg Singapore, said: “The Year of the Rabbit will be a joyous one here at Carlsberg. Some may see it as a more peaceful year and taking it easy after a ferocious Tiger year. But at Carlsberg, we are turning up the happiness level by coming up with greater, better activities and promotions to reward and thank consumers for their support.”


Author: candyce

iClick Media - Search Engine Marketing Manager

This author has published 110 articles so far.

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