Carlsberg launches $2 million festive push

Launched today, the campaign seeks to provide a message of optimism by building on the luck factor associated with the Year of the Ox, and will run until the end of February 2009 across print, TV, radio and bus shelters.

The beer brand has also planned a slew of events around the campaign. These include parties helmed by local celebrities, a New Year countdown party in Singapore, and a Carlsberg-owned Chinese New Year variety programme to usher in the Year of the Ox.

Grace Lee, senior marketing manager of Carlsberg Singapore said: “By focusing on the luck theme, we hope to convey a strong and positive message of optimism to all our consumers during this trying economic climate.”

The campaign will use five local celebrities - Michelle Chia, Fiona Xie, Allan Wu, Michelle Chong and Mark Lee - as ambassadors during Chinese New Year.

As part of the campaign, Carlsberg will be the presenting sponsor for Singapore’s New Year’s Eve countdown party and is tying up with the Urban Redevelopment Authority of Singapore, the Singapore Tourism Board, Marina Bay Singapore and MediaCorp to kick off the event.