Carlsberg Asia launches #CelebrateResponsibly across APAC in partnership with Grab, foodpanda and Meituan
- Written by Carlsberg Asia
Carlsberg Asia launches a series of Responsible Drinking initiatives in partnership with three of Asia’s major e-commerce platforms – Grab, foodpanda, and Meituan
"Carlsberg is delighted to partner with three of Asia's leading e-commerce apps to deliver quality drinking experiences responsibly," says Arindam Varanasi, Vice President, Commercial Asia, Carlsberg. "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 emphasising the importance of celebrating responsibly."Expanding consumer experiences through #CelebrateResponsibly
Carlsberg will tap into the extensive ecosystem and hyperlocal insights of these partners who have a strong presence in Carlsberg's APAC markets, with a significant overlap in consumer bases, to deliver the important message.
Through a promotional campaign with Grab, Carlsberg hopes to generate awareness of its 'responsible drinking' message through digital in-app activations targeting key Southeast Asian markets including Singapore, Cambodia, and Myanmar. Leveraging Grab's multiple online to offline touchpoints, Carlsberg will encourage football fans across the region to book GrabCar rides to prioritise safety and responsible alcohol consumption. As part of this, consumers can enjoy discounted rides to best-known Carlsberg outlets or enjoy attractive offers on GrabMart to have their favourite Carlsberg beers delivered.
In Singapore and Hong Kong, Carlsberg Asia and foodpanda will tap on rider engagement activities and offer the refreshing 0.0% alcohol-free Carlsberg to delivery partners. This initiative not only emphasises Carlsberg's commitment to providing alcohol-free and low-alcohol alternatives but also encourages responsible consumption. Additionally, Carlsberg will introduce an online sampling campaign, allowing consumers to redeem alcohol-free beer on pandamart, foodpanda's online grocery store.
Carlsberg, in its partnership with Meituan, a tech-driven retail company in China, will further expand its reach and support other existing responsible drinking related efforts that are already being implemented in the country across a wide portfolio of brands. This collaboration will involve working closely with the destination governments, local districts, and merchants, leveraging the various 'Meituan Districts' or key high footfall commercial areas, to drive awareness around responsible drinking practices through public engagement events and activations. Carlsberg will launch a digital activation with Meituan's food delivery cabinets, where users will have the opportunity to learn about these events by simply scanning a QR code, creating an interactive and convenient experience for consumers.
Stay tuned for future announcements about more exciting campaigns and activations under this partnership. For more information, please visit: https://www.carlsberggroup.com/[2]
Hashtag: #CarlsbergAsia
The issuer is solely responsible for the content of this announcement.
References
- ^ Media OutReach Newswire (www.media-outreach.com)
- ^ https://www.carlsberggroup.com/ (www.carlsberggroup.com)
Authors: Carlsberg Asia
Read more https://www.media-outreach.com/news/hong-kong-sar/2024/08/05/317642/
