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Carlsberg unveils Chinese New Year design

The Danish brewing giant has unveiled a limited edition packaging design to tie in with the forthcoming Year of the Rabbit.

The design was created by illustrator Feifei Ruan. In addition to featuring rabbits, which are the Chinese zodiac sign for 22 January 2023 to 9 February 2024, there is also an abundance of other faunae depicted, including carp, symbolising luck and fortune, swallows, representing spring, and dragonflies, signifying harmony. Additional gold coins and blooming peonies were incorporated into the design as symbols of prosperity and new beginnings.

Ruan, whose previous work involves designs for Royal Salute Scotch Whisky, Mercedes Benz and Doctor Who, said: “No matter where you are, home is where the heart is. The reunion of auspicious rabbits paints the joyful reunions of Chinese New Year in my heart.”

Arindam Varanasi, Carlsberg’s commercial vice president for Asia, said: “The last couple of years have further affirmed the importance of reuniting with our friends and family, whenever possible and celebrating the simple act of being together. We’ve been inspired by this, rolling out the campaign and the design holistically across the region, with each market taking part and offering unique opportunities for our customers and consumers to get involved.”

Cans and bottles with the limited edition illustration will be available on the Chinese market, whereas in Singapore and Malaysia it will only be available on bottles, and solely on cans in Hong Kong.

Carlsberg isn’t the only brand to cash in on the occasion of Chinese New Year – Johnnie Walker Blue Label has also revealed a new design linked to the lunar calendar.

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