Focusing on creativity and innovation, Carlsberg Malaysia in collaboration with Nanyang Siang Pau and China Press introduced an exclusive creative media buy nationwide on 23rd January 2011, where readers of both Chinese newspapers were surprised to receive the unique design of Carlsberg “Happiness” couplet in their dailies.

To complement this initiative, Deputy Managing Director-Dato' Chin Voon Loong and Regional Sales Manager (North)-Lim Eng Wah made a surprise visit to the Bayan Baru Wet Market in Penang, accompanied by the Carlsberg “Happiness” Float and 8 Gods of Prosperity. Shoppers at the market were greeted by a lion dance performance to share sentiments of joy and happiness and were entralled by the entertainment. Almost 800 copies of China Press and Nanyang were sold in just few hours. The Carlsberg “Hei” creative buy has created an buzz in the market and became talk of the town during the festive season.