Carlsberg leads in Marketshare on the back of Effective Marketing Campaigns
Brand campaign wins Silver at Malaysian Effie Awards 2009
Shah Alam, October 28 – Carlsberg Malaysia today announced that its flagship brand, Carlsberg continues its lead position in terms of market share based on industry figures for September 2009.
The sterling performance is the result of effective marketing campaigns executed by Carlsberg annually. One such campaign was successful in building market share that it won Silver at the recent Malaysian Effie Awards 2009 which was held at Hilton Hotel Petaling Jaya.
Three respected associations, Malaysian Advertising Association (MAA), Association of Accredited Advertising Agents Malaysia (4As) and Media Specialists Association (MSA), collaboratively hosted the Effie Awards, to honor and recognize effective marketing campaigns across Malaysia. Carlsberg’s “Life Favours Those Who See Things Differently” – 牛转士气，处处逢生 advertising campaign for Chinese New Year was one of the six Silver winners out of 25 finalists for the Effie Awards Malaysia 2009.
“Throughout the year of 2008, industries across the nation faced economic gloom amidst the financial crisis that enveloped the rest of the world. Most Malaysians indicated that the year would initiate a bad start to 2009 but Carlsberg viewed matters differently and took the challenge positively. Carlsberg’s belief was that life favors those who see things differently,” said Soren Holm Jensen, Managing Director of Carlsberg Malaysia.
“By adding a single stroke to the Chinese character of Ox, it became to the Chinese meaning of Life. Sentiments of motivation and positivity were amongst the key themes of the campaign, bringing people together towards a positive aspiration and celebration,” he added.
Jensen further added “As the No.1 beer in Malaysia, Carlsberg has always been in the forefront of marketing innovation and constantly deliver value add and enjoyment to our consumers. On behalf of Carlsberg, I would like thank the panel of judges of Effie and also Carlsberg’s former creative agency, Naga DDB who conceptualized this unique idea”.
This campaign also utilized the creative application of “thermo-chromatic ink” on Carlsberg cans nationwide. Another first-of-its kind marketing initiative was the Carlsberg-China Press giant angpow package. Carlsberg teamed up with a Chinese daily, China Press to produce giant Carlsberg Angpow package that had the morning edition of China Press inserted inside, and it was made available at newsstands as well as distribution to readers on January 16th.
As a result, the campaign turned out to be truly memorable for audiences and Carlsberg consumers across Malaysia.
Voted by the Chinese readers, Carlsberg also won the Grand Prize at the 11th annual Chinese New Year (CNY) greeting advertisement awards event organised by China Press and Nanyang Siang Pau on 26 February 2009.
About Carlsberg Beer
A regular in millions of bars across 150 countries worldwide, Carlsberg is a truly international brand and pilsner beer of exceptional taste and quality. In 1847, Carlsberg was founded by visionary brewer JC Jacobsen in Copenhagen, Denmark.
Carlsberg beer was first imported into Malaysia in 1903. Since 1990s, Carlsberg has been the undisputable market leader in the Malaysian beer market. Carlsberg was voted as the most trusted brand in Malaysia for the 10 consecutive years in the Readers’ Digest Most Trusted Brand awards.
Find out more at www.carlsberg.com.my
