Carlsberg’s special edition cans feature Sabah, Sarawak wonders
Published on: Wednesday, May 24, 2023
Ernesto (left) and Carlos posing with their work at a Carlsberg pop-up bar.
Kota Kinabalu: Carlsberg Smooth Draught Celebrates raises its special-edition cans to Borneo with tattoo art by local artists commemorating Sabah and Sarawak’s natural wonders.
Building on the success of last year’s “Raikan Kebanggaan Sabah & Sarawak” campaign, Carlsberg Smooth Draught returns to Kota Kinabalu with yet another artful affair to pay homage to heritage and traditions.
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This campaign is aimed at bringing people together in appreciation of the Borneo islands featuring the Orangutan, majestic Kinabalu and Rafflesia of Sabah, as well as the Longhouse, Hornbill and Sape of Sarawak.
Marketing Director of Carlsberg Malaysia, Olga Pulyaeva said the six icons are proudly displayed on the special edition cans and bottles.
“The campaign last year was a big hit, so we stepped-up our game to enhance the designs this year.
“Through the uniqueness and authenticity of tattoo art, we celebrate the culture and traditions of the locals, as well as the wonderful offerings of Bornean pride.
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“What better way to reciprocate the love and support from our Sabah and Sarawak consumers and make their drinking moments the best with Carlsberg in line with the objective of designed by locals for locals,” she said at the launch held at the J Borneo Native Village in Penampang, recently.
At the event, tattoo artists Ernesto Kalum from Sarawak and Sabah’s Carlos Benny, showcased live demonstrations of their craft as visitors got henna tattoos from one of the booths.
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Ernesto says it’s an awesome feeling being able to popularise Iban traditional tattoo styles on a Carlsberg can.
Inking out of Borneo Headhunters in Kuching, Sarawak since 1998, the 53-year-old has become a specialist in traditional hand tapped tattoos for the past 25 years.
“Tattoos very important in Iban culture because it represents ones status and achievement in life. More tattoos means one has experienced more.
“It’s an honour to be featured by Carlsberg Malaysia in showcasing my art via this platform,” he said.
For Carlos, he said he feels blessed to be chosen based on his reputation and not through a competition.
“A very powerful drink brand which has been in the market for years has my name on it and I am thankful that it’s about our heritage and culture,” he said.
The 40-year-old said he had just returnmed from touring the world from Australia to Cuba for the past 20 years dedicating his life to the arts.
“I will be opening a new tattoo studio in Signal Hill called Sabah Tattoo Studio in signal hill. I have returned and Sabah will always be my hometown,” he said.
A bamboo bar that served Carlsberg Smooth Draught infused “tapai bombs” was also spotted alongside local delicacies accompanied by colourful native dance performances.
Meanwhile, Canang Borneo band took the stage with a mix of contemporary and traditional Bornean music while many took the chance to capture their 360° camera shots at the “Dinding Kebanggaan” (Wall of Pride) which donned the artistic collage of the special-edition cans.
Others were seen busy creating individual tote bags with their favourite icons or getting their names etched into wooden spoons by Guntur Tattoo Studio.
From April until the end of June, beer lovers in Sabah and Sarawak can stand a chance to win cool gadgets including the iPad Air, iPhone and AirPods with any 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.
Consumers can also redeem limited-edition Sabah and Sarawak t-shirts, while stocks last.
Carlsberg Smooth Draught raises its special-edition cans and commemorates Sabah’s extraordinary natural wonders with a fun-filled fiesta.
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