Hong Kong – 5 August 2024: Carlsberg Asia has announced a groundbreaking regional campaign, #CelebrateResponsibly, in collaboration with leading e-commerce platforms Grab, foodpanda, and Meituan. This initiative aims to transform beer consumption habits across the Asia-Pacific region by promoting responsible drinking.
The campaign will debut in Q3 of 2024, aligning with the football season to leverage Carlsberg’s long-standing partnership with Liverpool Football Club (LFC) since 1992. The campaign’s primary goal is to discourage driving under the influence and promote safe, enjoyable drinking moments.
Arindam Varanasi, Vice President, Commercial Asia, Carlsberg, said: “Carlsberg is delighted to partner with three of Asia’s leading e-commerce apps to deliver quality drinking experiences responsibly. Through these strategic partnerships, we will make Carlsberg’s portfolio of brands easier and safer to access, expanding drinking moments for consumers in key markets across the region by emphasizing the importance of celebrating responsibly.”
Expanding Responsible Drinking Initiatives
Carlsberg will leverage the extensive ecosystems and local insights of Grab, foodpanda, and Meituan to deliver its responsible drinking message effectively. These platforms will help Carlsberg engage with consumers across key APAC markets, enhancing the reach and impact of the #CelebrateResponsibly campaign.
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Grab Partnership: In Southeast Asian markets such as Singapore, Cambodia, and Myanmar, Carlsberg will utilize Grab’s digital in-app activations to raise awareness about responsible drinking. Football fans will be encouraged to book GrabCar rides to ensure safety and responsible alcohol consumption. Additionally, consumers can enjoy discounted rides to popular Carlsberg outlets and attractive offers on GrabMart for Carlsberg beer deliveries.
foodpanda Partnership: In Singapore and Hong Kong, Carlsberg will engage foodpanda delivery partners with rider engagement activities and provide them with 0.0% alcohol-free Carlsberg. This initiative underlines Carlsberg’s commitment to offering alcohol-free and low-alcohol alternatives. An online sampling campaign will also allow consumers to redeem alcohol-free beer on pandamart, foodpanda’s online grocery store.
Meituan Partnership: In China, Carlsberg will collaborate with Meituan to support existing responsible drinking efforts. The partnership will involve public engagement events and activations in high-footfall commercial areas known as ‘Meituan Districts’. Carlsberg will also launch a digital activation with Meituan’s food delivery cabinets, offering users an interactive experience to learn about responsible drinking by scanning a QR code.
Stay tuned for more exciting updates and activations under this partnership. For more information, please visit Carlsberg Group.
