Carlsberg partners with 1983ASIA to drop new look for CNY

Carlsberg has partnered with 1983ASIA artists Yao and Su Su to create a limited-edition look for its iconic beer to celebrate the Year of the Snake, a time typically associated with prosperity.

Available in China, Hong Kong, Malaysia, Singapore and Vietnam, the multi-market campaign is part of Carlsberg Group’s broader investments in premium brands, and accelerating growth in Asia.

The two Asian artists behind the design, Yao from Malaysia and Su Su from China, have worked together to combine contemporary art and design with familial traditions that take place during Lunar New Year, helping beer drinkers celebrate in a truly special way. 

The artwork concept commemorates the Year of the Snake’s association with wisdom, elegance and transformation, giving Carlsberg’s iconic hop leaf an all-new look for this year’s celebration.

As part of the new design, the snake is intertwined with striking, blossoming flowers as a sign of new beginnings, hope and happiness. The colours were carefully curated, with red symbolising prosperity, orange representing good fortune and a touch of blue which brings a uniqueness and honesty. The artwork is finished with elegant touches of gold representing good luck and good fortune.

The design also aims to celebrate Asian culture, allowing consumers to enjoy with their loved ones during Lunar New Year festivities. Carlsberg is more than a great brew but a brand truly synonymous with celebration. Across the diverse Asian markets, the brands’ commitment to engaging with people has been key to its success.

“In Chinese culture blossoming flowers are seen as a sign of new beginnings, hope and happiness with different types symbolising different meanings of prosperity,” said Yao and Su Su. "We wanted to create a design that captures this prosperity, giving the Carlsberg beer a fresh new look as families come together to celebrate the Lunar New Year."

“At Carlsberg, we want everyone to have access to the best things in life, including the best beer and the best Lunar New Year celebrations,” said Lynsey Woods, global brand director, Carlsberg Brand.

“As such, we wanted to create something special for this year’s occasion. This stunning, special-edition design blends heritage and modern artistry to celebrate the Year of the Snake. We hope that customers will share these beers with their loved ones and create lasting memories as they come together for the annual celebrations. Cheers to the Lunar New Year!” she added.

MARKETING-INTERACTIVE has reached out to Carlsberg for more information. 

Don't miss: How Carlsberg translates the idea of 'everything starts from curiosity' to HK audience

Apart from celebration, the brand has also been striving to ignite consumers' curiosity with its global campaign launch back in July 2024. Also known as “Do the best things begin with curiosity? Probably”, the campaign centres around the core message - curiosity, which Carlsberg has always taken pride of. In fact, curiosity has been at the forefront of everything Carlsberg has done since J.C. Jacobsen opened the brewery doors in 1847.

During an interview with MARKETING-INTERACTIVE previously, Victor Cheong, managing director, Carlsberg Hong Kong and Taiwan, said the campaign latched on this universal truth that curiosity is essential for a fulfilling life. "So that's what we heard from consumers, right? And this development to the idea that the best things in life come from curiosity."

"So I think there's also this larger purpose beyond that, but all stems from curiosity. So I think it's also very unique that the company takes this as something that comes from the kind of DNA of Carlsberg and uses it to enhance the identity of the brand," he said.

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