Carlsberg unveils local exclusive can art for HK Stadium's farewell match

Carlsberg, the official beer brand of the Hong Kong Sevens, has joined forces with local digital artist Isaac Spellman to co-create the brand’s first local exclusive can art.

It comes as the Hong Kong Stadium will host the "Cathay/HSBC Hong Kong Sevens" grand farewell tournament from 5 April to 7 April. The special limited-edition can is launched to serve as a tribute to this final event at the iconic Hong Kong Stadium.

Available at convenience stores from 1 March 2024, the can fuses a unique illustration style that blends retro and pop elements. It features the Carlsberg's iconic rich green colour, bold lines and vibrant colour tones, artfully reproducing Hong Kong Stadium's canopy and seating, representing the exhilarating energy of rugby sevens and the electrifying atmosphere within the stadium. 

For the first time, Carlsberg has presented a limited can that incorporates local elements. The brand's signature slogan, “By appointment to the Royal Danish Court”, has been modified to “By appointment to the rugby fans of Hong Kong”.

Furthermore, Carlsberg has extended a special invitation to two Liverpool FC players, David James and Sami Hyypiä, who will grace the Hong Kong Stadium, raise their glasses in a toast alongside fans from Hong Kong and worldwide, commemorating this remarkable international sporting spectacle. James and Hyypiä will also engage at a skill showcase, joined by Hong Kong, China rugby players Max Woodward and Kyle Sullivan.

Additionally, consumers who purchase Carlsberg products at selected retailers, restaurants, or bars between 4 March and 27 March can join a lucky draw to win tickets to Hong Kong Sevens, meet the Liverpool FC legends and get an autographed limited-edition cooling towel from them. 

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

Don't miss: Carlsberg HK celebrates Year of the Dragon with thematic pop up store 

Back in January, Carlsberg Hong Kong marked 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.

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

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