Carlsberg kicks off search for next passionate football fan


Photo 3 (1)Carlsberg recently kicked off its ‘Price of Passion 2’ challenge at the Barclays Premier League (BPL) viewing party featuring the live match between two BPL giants, Liverpool and Arsenal. The winner of the contest will get to experience an exciting Carlsberg VIP BPL experience, with the chance to watch their favourite team in a live match in the United Kingdom later this season.

As the official beer of the BPL for three consecutive seasons starting with 2013/2014, Carlsberg is giving Malaysian footie fans a true taste of the Premier League. Fans familiar with Price of Passion would know that the reward is totally worth the effort to demonstrate how far one would go in the name of football.

Photo 4 (1)Just ask ‘Price of Passion 1’ winner, Low Kah Wai. The 23-year-old Arsenal fan boldly took on the challenge and successfully fulfilled his pledge. As a result, he scored an all-expenses-paid trip for two from Carlsberg to watch his favourite BPL team, the Gunners, in action at Old Trafford against Manchester United.

Low said, “It was truly an awesome experience. We were picked up by a friendly Carlsberg brand ambassador at the airport, chauffeured to a trendy hotel in the city and served meals fit for football legends. Being escorted every step of the way made us feel like stars or Hollywood celebrities, it was an experience fit for a VIP. The challenge that I took on for my favourite team was well worth it, and Carlsberg made it all possible,” he exclaimed.

In addition to the launch of ‘Price of Passion 2’, Carlsberg also gave its fans the opportunity to walk away with exclusive signed Arsenal and Liverpool merchandise. With both football clubs having Carlsberg as their official beer, fans participated and won premium, limited edition merchandise. The sporty ambiance was further enhanced by hearty snacks and ice cold Carlsberg from Malaysia’s most preferred beer brand.

Juliet Yap, Marketing Director of Carlsberg Malaysia, said: “As the official beer of the Premier League, we are privileged to have the rights, access and network that allow us to bring unique experiences to Malaysian fans. ‘Price of Passion’ is one way and we will continue to bring Carlsberg and football lovers more memorable and rewarding moments. Our position as the BPL’s official beer allows us to engage with our consumers and share their passion for the beautiful game.”

Photo 2 (1) Carlsberg’s ‘Price of Passion 2’ challenge is open for pledges until February 28, 2014. Participating is as simple as going to Carlsberg’s Facebook page and making a pledge to carry out an act that is testament to a Carlsberg fan’s passion for football. Pledges will also be accepted during Carlsberg viewing parties. Shortlisted fans will then be assessed by a panel of judges on the creativity and passion of their pledges to determine the second ‘Price of Passion’ winner. The winner will then be asked to fulfil his pledge and before he knows it, will be on his way to the UK for the BPL experience of a lifetime.

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Gallop into the Year of the Horse with Carlsberg to unleash success and prosperity

Photo 4With the thunder of hooves auspiciously heralding the Year of the Horse, Malaysia’s most preferred beer brand, Carlsberg, unveiled its Chinese New Year campaign with a magnificent media launch fittingly held at the prestigious Selangor Turf Club (STC) at the auspicious time and date of 11:11am on January 11.

Given the cultural significance of the Chinese zodiac sign of the horse in the eyes of the Chinese community, Carlsberg welcomed the lunar new year by presenting a special horse race named the ‘Carlsberg Golden Success Cup’ to symbolically unleash success and good fortune in leaps and bounds for consumers and customers of the brand.Photo 2

In keeping with tradition, the launch itself was filled with pomp and ceremony that started with the arrival of Carlsberg Malaysia managing director Henrik Juel Andersen in a horse-drawn chariot to the beat of Chinese drums, followed by the appearance of eight “Fook Gods” (Gods of Prosperity), and a riveting lion dance performance by multiple world-champion troupe, Kun Seng Keng Dragon Lion Dance Association.

The launch also unveiled the striking creative of the Carlsberg Chinese New Year campaign from behind a 10-foot tall door embellished with mock gold coins, reminiscent of an ancient palace entrance in olden day China.

The artistic creative depicted a liquid-like golden horse on its hind legs appearing from the rich golden beer gushing out from a Carlsberg bottle. The majestic and magnificent look and feel of the creative as well as the tagline that was unveiled represents Carlsberg’s call to consumers to unleash their success and good fortune when they open a bottle of Carlsberg.

Andersen said, “Carlsberg has always taken the time to pay homage to and show appreciation for Chinese customs and traditions, and more so during this time of the year. As we bid goodbye to the Year of the Snake, we are racing into the new lunar year with speed and energy to spread success and good fortune to all our consumers and customers.”

Photo 5The horse is a strong and noble animal. Its magnificence is clearly reflected in our Chinese New Year campaign creative and it is Carlsberg’s call to consumers to take charge and be bold as they pursue every happiness and success that await.”

In what was arguably the most auspiciously symbolic race of the year for the brand, the ‘Carlsberg Golden Success Cup’ saw jockeys and horses vie wholeheartedly to gain the lead, and win the prestigious trophy and cash prize of RM75,000 as the crowd cheered them on in a hearty welcome to the upcoming Year of the Horse.

Photo 6Andersen said that the horse race was also a part of Carlsberg’s quest to encourage consumers to boldly embrace the year ahead. “The horse has long played an integral role in the history of China, be it for transportation, to fight battles, as entertainment for its emperors and even in Chinese mythology. What better way to usher in the Year of the Horse than with this horse race that embodies the energy and strength that we wish for our consumers to achieve golden success in the lunar new year.”

He added, “We have already begun sharing good fortune and prosperity with our Chinese New Year ang pow giveaways through the consumer promotion nationwide.  With over 80,000 cash prizes and giveaways up for grabs,  we are happy to see thousands of our consumers  being rewarded with ang pows as a result.  This is our way of saying “thank you” to our loyal consumers.”

To participate in the promotion, Carlsberg consumers just need to check the bottle cap liner when they open either a large bottle of Carlsberg, Asahi Super Dry or Royal Danish Stout at participating outlets. With a total of 30 big ang pow of RM8,888 each and 3,000 ang pow worth RM388 each to be given away by February 14, Carlsberg consumers should not miss the opportunity to be on the receiving end of good fortune from the brand. To add excitement to the campaign, consumers who submit a contest form could also stand to win RM888 and bonus prizes. Four bonus round draws will take place during the campaign, where a total of 40 units of 50” Sharp LED televisions as bonus prizes can be won.

To bring family and friends closer together during the festive season, Carlsberg is the official beer sponsor of the promotional roadshow for the Chinese New Year movie “Ah Beng – Mission Impossible’, a Malaysian production featuring local artistes Jack Lim who plays ‘Ah Beng’, as well as Jeff Chin, Yumi Wong, Gan Mei Yan and Chen Keat Yoke. As part of the roadshow, the cast will visit 20 Carlsberg affiliated food courts in Klang, Ipoh, Butterworth and other parts of Penang to meet and greet consumers. Consumers who purchase two buckets of Carlsberg during the activity stand a chance to get an autographed photo of ‘Ah Beng’ and the other stars.

Andersen concluded, “As the Lunar New Year strides closer day by day, it is vital to celebrate new beginnings and to spend time with family and friends as it gives people a chance to strengthen bonds and renew ties. And like every other year, what is a reunion or gathering in the Year of the Horse without an icy cold Carlsberg?”

For more information on the consumer promotion and other festive activities lined up, go to or

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