Carlsberg Launches Special Packaging for its Lunar New Year Campaign
Kanesa David — February 12, 2024 — Marketing
References: carlsberggroup & packaginginsights
Carlsberg has unveiled an exclusive limited-edition packaging commemorating the Chinese Lunar New Year, paying homage to the Year of the Dragon. Crafted by the esteemed and award-winning professional designer Ofen Hu, the Lunar New Year Carlsberg Pilsners encapsulates the celebration and renewal of the festive occasion.
As consumers in Asia and beyond prepare to usher in the Lunar New Year, Carlsberg's limited-edition packaging is a fitting tribute to the rich traditions and customs associated with the occasion. With its striking visuals and symbolic significance, the bottle offers a glimpse into the region's unique culture.
“This work was led by Carlsberg China and key markets in Asia together with Asia Region and Carlsberg Global brand teams to launch a Carlsberg limited edition that is bolder, brighter and more beautiful than ever,” said Lynsey Woods, global brand director of Carlsberg Brand.
Image Credit: Carlsberg
As consumers in Asia and beyond prepare to usher in the Lunar New Year, Carlsberg's limited-edition packaging is a fitting tribute to the rich traditions and customs associated with the occasion. With its striking visuals and symbolic significance, the bottle offers a glimpse into the region's unique culture.
“This work was led by Carlsberg China and key markets in Asia together with Asia Region and Carlsberg Global brand teams to launch a Carlsberg limited edition that is bolder, brighter and more beautiful than ever,” said Lynsey Woods, global brand director of Carlsberg Brand.
Image Credit: Carlsberg
Trend Themes
1. Limited-edition Packaging - Carlsberg's exclusive limited-edition packaging for the Lunar New Year celebrates the Year of the Dragon and the festive occasion.
2. Cultural Celebrations - Carlsberg's packaging offers a glimpse into the rich traditions and customs associated with the Lunar New Year, appealing to consumers in Asia and beyond.
3. Collaborative Design - Carlsberg worked with professional designer Ofen Hu and its global brand teams to create a bolder and more beautiful limited-edition packaging.
Industry Implications
1. Beverage - The limited-edition packaging trend presents an opportunity for beverage companies to create special packaging for seasonal celebrations, appealing to consumers' desire for unique and festive experiences.
2. Design - The collaboration between Carlsberg and designer Ofen Hu highlights the innovation and creativity in the design industry, offering opportunities for designers to collaborate with brands on special packaging projects.
3. Marketing - Carlsberg's commemorative packaging for the Lunar New Year showcases the importance of cultural relevance in marketing campaigns, providing an opportunity for marketers to create targeted campaigns for specific celebrations.
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