Asahi helps Malaysians discover various facets of Tokyo with new packaging

Carlsberg Group's Asahi is allowing Malaysian consumers to discover the different facets of Tokyo with its latest "Discover Tokyo" campaign. The campaign features a limited-edition can packaging to celebrate the food, art, fashion, and lifestyle of Tokyo via four videos. Its packaging shows the omnipresent and iconic kanji character 辛口 which stands for karakuchi, on a modernistic background.

As the country continues to brace the challenges from the pandemic, it has not been easy for locals to travel and discover the aspects of Tokyo. In response to this, Asahi has released four videos on its YouTube channel which features the Bonsai, Kimono, Hoshinoya and Wagashi 3D. The campaign runs until the end of this month nationwide and A+M has reached out for additional information.

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This is not the first time Carlsberg Malaysia has gotten creative with its packaging. Earlier this year, the company launched the first-of-its-kind Harvest packaging that accentuates tribal elements and icons of paddy on Carlsberg Danish Pilsner and Carlsberg Smooth Draught cans. Marketing director Caroline Moreau told A+M previously that the team put together resources about a year ago to work on the concept and development of the “Celebrate Abundance” cans in order to have them launched in the second quarter of this year. 

Separately, Carlsberg saw the revenue for its Malaysia operations improve by 17.1% to RM243.6 million during the second quarter of 2021, while profit from operations was up 217.9% to RM38.0 million against the same quarter last year. According to Carlsberg, the easing of restrictions in Malaysia earlier this year during the Movement Control Order (MCO) 2.0 allowing dine-in F&B operations coupled with new product and packaging launches helped deliver growth for the second quarter. 

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