Carlsberg announces a major design collaboration between its premium brand and the renowned artist for the upcoming festive period, drawing upon their shared French roots.
Carlsberg-owned premium French beer brand 1664 has launched a major Asia-wide campaign in collaboration with the celebrated French-British artist Camille Walala, targeting the region’s festive season, spanning from Christmas through to lunar new year.
The design-led initiative, spanning multiple Asian countries, features limited-edition packaging for 1664’s Blanc, Rosé and Brut variants, and will be applied to both bottles and cans. The roll-out began in mid-October 2025, with the campaign extending into newly entered and emerging markets in the region. According to the official announcement, launch markets include Hong Kong, mainland China, Singapore, Malaysia and Vietnam, although In Malaysia the roll-out will take place in November with a major installation scheduled for Kuala Lumpur in December.
Beyond novel packaging of beers, the campaign encompasses co-branded merchandise such as umbrellas, glasses, tote bags and Chinese ‘red envelopes’ used for giving cash gifts during the lunar new year (known as hongbao in Mandarin and laisee in Cantonese).
The brewer says the campaign will also be supported by pop-up activations and prominent point-of-sale displays, reinforcing 1664’s premium positioning and French connections.
Camille Walala has built a global reputation for her art, and her exuberant use of vivid colours, bold geometric patterns and immersive installations. Originally from the south of France and now based in East London, her work spans large-scale murals, 3-D installations, interior and street-art interventions, often inspired by the Memphis movement, Ndebele art and Op-Art.
Speaking about the campaign, Rommel P. Fuentebella, Senior Director of Premium & Execution at Carlsberg Asia, characterised the collaboration as featuring the “elegantly unexpected”, and creating “a vibrant space where worlds collide—pouring a splash of joy into everyday moments and transforming them into meaningful connections”. The initiative forms part of the Carlsberg Group’s broader “Accelerate SAIL” strategy, which aims to drive premium growth and design-led activations in the brewer’s priority markets.
By marrying 1664’s French heritage with Walala’s modern artistic vision, the campaign is intended to appeal to design-conscious consumers across Asia seeking more than just functional packaging. It also reflects a wider industry trend in the region where beverage brands regularly refresh packaging and roll out seasonal branding around Christmas, the year-end and the lunar new year, to capture heightened gift-giving and social-sharing moments.
