How To Literally Shake Money From Trees (Carlsberg Edition)

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In a culture where red packets stuffed with crisp bills are the ultimate currency of good fortune, Carlsberg Malaysia has decided to up the ante.

Why settle for traditional angpows when you can win them by simply grabbing a cold one?

The Danish brewing giant’s latest Chinese New Year campaign reads like a fever dream of marketing excess—and honestly, we’re here for it.

Picture this: You’re doing your weekly grocery run at 99 Speedmart, and suddenly your mundane beer purchase becomes a lottery ticket.

Buy any Carlsberg product between now and 28 February, and you’re automatically entered into a RM288,888 cash prize pool.

Every week, 11 lucky souls walk away with RM1,788 red packets, while 168 others pocket a neat RM99.

From Bar Stools to Jackpots: The Rewards Program That Makes Every Round Count

But wait—there’s more. The campaign, cheekily titled “Brewing Prosperity Together” (complete with the Mandarin phrase 一起發, literally “get rich together”), transforms every social drinking session into a potential windfall.

Order three bottles, and you’ll receive limited-edition Carlsberg playing cards plus a contest entry.

Prefer the pub scene? Spend RM68 on Carlsberg brands for one entry, or choose their premium labels—1664, Connor’s, Sapporo, or Somersby—for double the chances.

The genius lies in the details.

Even convenience store shoppers aren’t forgotten: spend a mere RM20 and instantly receive RM5 Touch ‘n Go credit (Malaysia’s ubiquitous digital wallet), while remaining eligible for the grand prize—a brand-new iPhone 17 Pro.

It’s that clever little rewards game that makes shopping fun—suddenly, your regular beer run feels like a mini adventure where anything could happen.

Shaking Things Up: The Art of Reimagining Tradition for Modern Times

Carlsberg’s festive packaging is stunning—limited-edition cans featuring majestic horses emerging from swirling clouds shaped like hop leaves, dressed in lucky red, gold, and jade green, turning each can into a little good-luck charm.

The campaign goes full experiential with the “CarlsCrib: CNY Edition” event in KL and “Shaking Prosperity Together” activations where shoppers literally shake trees for prizes—because apparently shopping now requires audience participation.

Bulk buyers receive generous rewards: buy three cartons and receive anything from rummy sets to BBQ grills to luggage bags.

While Carlsberg Malaysia Managing Director Stefano Clini frames it as “bringing people together in reunion and renewal,” there’s something genuinely heartwarming about a brand investing this heavily in creating shared moments of joy and celebration.

The campaign spans five countries, showing that Carlsberg truly gets Chinese diaspora culture—and in times when families are often separated, “brewing prosperity together” resonates more.

Beneath all the flashy prizes and Instagram-worthy packaging lies a simple truth: sometimes the best way to honour tradition is to reimagine it completely.

So raise a glass to the Year of the Horse—in a world short on luck, maybe we all deserve a chance to shake a prosperity tree and see what falls out.

Find out more at www.carlsbergmalaysia.com.my.

READ MORE: Where Careers Grow And People Stay: Inside Carlsberg Malaysia’s Quiet Revolution

And remember to always #CELEBRATERESPONSIBLY. If you drink, don’t drive. For non-Muslims aged 21 and above only.

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