Carlsberg HK celebrates Year of the Dragon with thematic pop up store

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Carlsberg Hong Kong is marking the Year of the Dragon by launching a thematic pop-up store and offering a limited-time outdoor bar experience at Tsim Sha Tsui's The ONE from 25 January to 16 February.

This comes following the recent launch of the Year of the Dragon special edition Carlsberg beer can featuring a dragon pattern inspired by the traditional silky dragon dance, symbolising wealth and good fortune.

Tapping into the brand’s tagline of “開運一條龍可能就係嘉士伯”, the pop-up store has introduced an outdoor bar where visitors can enjoy a glass of Carlsberg’s beer on-site. The pop-up store has also offered various Carlsberg products and exclusive merchandise for visitors to purchase.

Moreover, Carlsberg has collaborated with &dear, a local art group, to create an art installation of Carlsberg's signature hop leaf mark, using approximately 100 recycled Carlsberg beer cans. The beer cans are compressed and shaped into shields, imitating dragon scales, and rearranged to create Carlsberg’s hop leaf mark.

Furthermore, the pop-up store has showcased its hop leaf mark throughout the store, symbolising wealth and prosperity in the new year. One of them is a giant dragon decoration designed with colourful patterns, featuring spring blossoms and hop leaves blooming from the dragon.

Additionally, visitors can participate in an interactive game by pushing the beer can into designated areas to score points. They may win prizes such as the Carlsberg’s Year of the Dragon mahjong set, red packets and beer and snacks redemption coupons.

Carlsberg told MARKETING-INTERACTIVE that it has adopted an omni-channel approach by utilising both above-the-line (ATL) and below-the-line (BTL) activities to engage consumers at every stage of their journey.

In the online space, Carlsberg has leveraged the power of social media platforms by crafting compelling content through static and animated visuals. Additionally, it has prioritised a seamless online shopping experience, allowing consumers to conveniently purchase Carlsberg's products through trusted retail partners. To further entice customers, Carlsberg has offered special redemptions for branded merchandise, aiming to create an added incentive for online shoppers.

On the BTL front, Carlsberg has strategically wrapped up three convenience stores with its branding, ensuring a wider audience reach and increased exposure in high-traffic locations. This initiative aims to create a strong presence in physical retail spaces, capturing the attention of potential consumers.

Complementing this effort, Carlsberg has also placed OOH billboards in popular areas such as Knutsford Terrace and Lan Kwai Fong to further enhance brand awareness and leave a lasting impression on passersby.

Kevin Choo, marketing director, Hong Kong and Taiwan of Carlsberg Brewery Hong Kong, said: "By establishing a captivating pop-up store that seamlessly blends shopping, drinking, and interactive games, we have created an immersive experience that truly connects consumers with our brand. Moreover, our innovative use of approximately 100 compressed Carlsberg beer cans to form our iconic Hop Leaf mark demonstrates our dedication to sustainability and forward-thinking initiatives."

Don't miss: Carlsberg Group revamps look of iconic 1664 Blanc beer

Back in November last year, Carlsberg’s beer brand 1664 Blanc collaborated with lifestyle brand Maison Kitsuné to launch a limited-edition bottle in Hong Kong, with an audacity and playful design.

1664 Blanc’s playful elegance was expressed through free and limitless patterns and colours that embodied posh timelessness. The range of vibrating colours aimed to highlight the creativity and enthusiastic spirit of the brand.