The special-edition packaging accentuates Borneo’s most iconic elements through traditional tattoo art style
SHAH ALAM, 20 April 2023 – Carlsberg Smooth Draught returns to celebrate Sabahan and Sarawakian pride for the 3rd consecutive year with artful traditional tattooing designs of six beautiful icons from the Borneo islands, curated by tattoo artists Sarawakian Ernesto Kalum and Sabahan Carlos Benny Majakil.
Staying true to the brand’s intent to celebrate and iconise the beautiful and extraordinary Bornean wildlife and amazing natural wonders, Carlsberg Smooth Draught’s special-edition packaging intrinsically features the quintessential Hornbill, Longhouse, the Sape of Sarawak, as well as the Rafflesia, Orangutan and the majestic Mount Kinabalu of Sabah in a marriage of local art and beer.
Designed by locals for locals, the Carlsberg Smooth Draught special-edition packaging presents the six Borneo icons in a traditional yet contemporary tattoo aesthetic. The creative artwork is a collaborative masterpiece between two well-known tattoo artists Ernesto Kalum and Carlos Benny Majakil to bring people together in appreciation and celebration of the vibrant art of the stunning Borneo islands.
Exclusive to consumers in Sabah and Sarawak and available in 320ml cans and 580ml bottles, the six Carlsberg Smooth Draught special-edition designs will be introduced over three phases through consumer promotions. The first two designs were revealed in April, followed by the release of another two beginning July through September with the final two designs to be showcased in the last quarter of the year.
“We believe that celebrations are always best with Carlsberg. Over the past three years, we have been paying homage to the people, arts and celebrations of Sabah and Sarawak through our special-edition packaging. This year, we take a step further in theming the six designs, with the art style of Bornean tattooing. Having had very encouraging responses and reviews from our consumers over the past two years, we believe that our efforts to promote “by locals for locals” this year will further boost the celebrations in Sabah and Sarawak,” said Olga Pulyaeva, Marketing Director of Carlsberg Malaysia.
“My inspiration for these designs is quite literally everything around us. Right outside our window there is nature like the trees, animals, and beings we can or cannot see. The aim of every design is to show how we are all connected and told through a story,” commented Kalum.
“This collaboration will definitely open up doors for more people around the world to appreciate our East Malaysia tattoo art culture. I’m very happy that Carlsberg not only recognises our culture but celebrates it together with us,” said Majakil.
From now until the end of June, collectors and beer lovers in Sabah and Sarawak can stand a chance to win cool gadgets including the iPad Air, iPhone and AirPods. Each entry must come with a purchase of at least RM200 of Carlsberg Danish Pilsner or Carlsberg Smooth Draught at participating bars and pubs, 12 big bottles at food courts and coffee shops, or a 24-can carton at super hypermarkets and other retail outlets, respectively, in a single receipt. With these purchases, consumers can also immediately redeem special-edition Sabah and Sarawak t-shirts featuring two collectible designs.
Visit https://carlsbergsabahsarawak.com to find out more about promotions in-store. ‘Like’ and ‘Follow’ @CarlsbergMY on Facebook and Instagram for Carlsberg Smooth Draught’s latest activities and giveaways.
At Carlsberg Malaysia, we advocate responsible consumption, always remember if you drink, don’t drive – #CELEBRATERESPONSIBLY.