KUCHING: Carlsberg Malaysia is marking this year’s Gawai and Kaamatan seasons with a campaign that blends cultural celebration with community giving, as the brewer returns with its ‘Raikan Bersama Sabah & Sarawak’ initiative.
Central to the campaign is the continued rollout of Carlsberg’s MesmeRICEsing artist-edition packaging, which features rice-inspired artwork by two local talents – Sabahan artist Nelson Lip and Sarawakian artist T. Bagak.
The designs draw on rice as a symbol of life, unity and abundance, paying homage to harvest traditions that have long defined Bornean culture.
Marketing Director Olga Pulyaeva said the campaign reflects the company’s deeper commitment to the region.
“Sabah and Sarawak are more than a marketplace for us – they comprise communities we respect and consumers we value.
“We’re focused on celebrating local culture while encouraging responsible celebration,” she said.
The centrepiece of this year’s festivities is CarlsCrib Harvest Pesta, a three-day event held at Farley Kuching Mall from May 22 to 24.
The event brings together live music, festive activities and communal experiences under the banner of what Carlsberg calls celebrations made #BestWithCarlsberg.
A notable addition this year is the Carls Green Hub, a sustainability initiative introduced at CarlsCrib Harvest Pesta and extended to the Rainforest World Music Festival and a community harvest gathering at Kampung Taee, Sarawak.
Visitors are invited to exchange three empty cans for a RM1 donation to a Carlsberg-selected non-governmental organisation (NGO), with the company targeting RM10,000 in total donations.
On the promotion front, consumers across Sabah and Sarawak who purchase Carlsberg Danish Pilsner or Carlsberg Smooth Draught can claim a limited-edition MesmeRICEsing backpack at selected outlets until 31 May 2026, while stocks last.
Qualifying purchases are available at on-trade outlets, food courts, supermarkets, hypermarkets and convenience stores.
Every eligible purchase also enters consumers into a lucky draw for prizes including an iPhone 17 Pro, iPad Air and Apple Watch Series 11. Convenience store shoppers can participate by buying a minimum of two cans.
More information is available at bestwithcarlsberg.my/harvest and on Carlsberg’s social media pages.
The company reminds consumers to always celebrate responsibly – if you drink, don’t drive.
