theSun | FRIDAY JANUARY 9 2009 21

media & marketing

(From left) Carlsberg Malaysia supply chain

general manager Matt Callan, Nielsen, sales
general manager Roy C.S. Lee, Chin, human
resource general manager Loh Boon Lan and
chief financial officer Chong Choon Yeng at the
launch of the festive cool can.

Brewer’s cool message

in a can
by Ashley Khoo
newsdesk@thesundaily.com
CARLSBERG recently launched its Chinese
New Year campaign with a limited edition
“festive cool can” advocating a positive out-
look for the Year of the Ox.
Promising to be the talk of the town, the
can’s innovative design feature is a first-of-its-
kind in Malaysia. The festive can performs a
“cool” trick that conveys Carlsberg’s Chinese
New Year tagline “Life favours those who see
things differently”.
As a difference of a stroke can mean a great
deal in a Chinese character, the can changes
the Chinese character for “Ox” emblazoned
on the side of the can into the Chinese char-
acter representing “life” by adding the famous
Carlsberg swoosh under the character when
the can is chilled to the optimum drinking
temperature of 6°C.
This is done using thermo-chromatic tech-
nology ink – a compound that reacts when
exposed to certain temperatures.
“The changing character also reinforces
the message that life is what you make of
it. Choose to look at life differently and the
rewards will follow,” Carlsberg Malaysia
executive director Datuk Chin Voon Loong
said at the campaign’s launch.
This innovation is also a novel way to let
consumers know if their Carlsberg is cold
enough to drink as the beer should ideally be
enjoyed at between 4-8°C.
“As the Rat makes way for the Ox, we look
back at a year that was filled with many chal-
lenges and obstacles,” Carlsberg Malaysia
marketing general manager Ole Nielsen
said.
“Here at Carlsberg, we believe that by
adopting a positive attitude and mindset,
we can still enjoy the finer moments in life
or a cold Carlsberg with family and
friends.”
“We realised that we needed to maintain
a positive outlook and try to see things differ-
ently as there are many positives that can be
taken from a downturn.
“The ox is patient, tireless and capable
of enduring tremendous hardship without
complaint. So, in the spirit of the ox, we
decided to do our part in letting our consum-
ers know that there can be an upside if you
choose to look at it from that point of view,”
he said.
Nielsen also reiterated Carlsberg’s commit-
ment and unconditional support for Chinese
education through its Top Ten charity cam-
paign which the Malaysia Book of Records
recently recorded as the Longest Running
Charity Chinese Show in the country.
“Since its inception in 1987, a total of
RM318 million has been raised in support of
more than 550 Chinese schools and scholar-
ship programmes for Chinese education,” he
said.
“Our commitment to building a stronger
community through education remains
steadfast and will continue for many years
to come.”
The limited edition festive cool can is
available at hypermarkets and supermarkets
nationwide, while stocks last.

M’sians entertainment, AirAsia’s

Net junkies: Survey
MALAYSIA is in the top 10
of media consuming nations
out of 52 countries surveyed
by the Nielsen Company to
unearth entertainment tech-
nology ownership and usage
habits of global citizens.
Malaysians were found
to be avid and experienced
users of the internet, actively
downloading and stream-
ing free entertainment and
media content, ranking them
among the highest in the
world.
Nielsen Malaysia’s Con-
sumer Group managing
director Paul Richmond
said Malaysians were real
entertainment and technol-
ogy junkies as they consume
copious amounts of home
entertainment, music, video
games and digital media.
“The tech-savvy locals
are thoroughly hooked on
the internet, streaming and
downloading digital media
content on a regular basis,”
he said.
When it comes to consum-
ing digital media, Malaysians
rank fifth out of the 52
countries and ninth where
downloading entertainment
content from the internet is
concerned.
According to the survey,
53% of Malaysians have
streamed or played content
such as full-length movies,
video clips, TV shows and
music videos, while 41% have
downloaded the same variety
of content from the internet
over the last month.
It also found that 89% of
Malaysians own at least one
TV set while 87% had at least
one personal computer.
Hence, the so-called dig-
ital divide between emerging
and developed economies
worldwide may not be that
wide after all, with the study
finding that while Western
countries tend to be heavy
users of media hardware,
next generation devices are
more popular in the up-and-
coming markets particularly
in Asia. – Bernama
low fares
until
Jan 18
AIRASIA is offering low
fares for domestic and
international routes in its
Big Regional Sale which
runs until Jan 18.
Travelling to places
like Singapore, Langkawi,
Penang and Alor Star
is now possible at only
RM9.
AirAsia regional com-
mercial head Kathleen
Tan said cost had become
a key factor in most pur-
chases, especially in light
of the global economic
downturn.
The promotional fares
available range from
RM9 to RM99 to all dom-
estic and international
destinations that the
airline flies.
The travel period for
bookings is Feb 9 to June
30.