How the 1664 X Walala partnership reinvents festive traditions across Asia

Carlsberg's 1664 has partnered with French artist Camille Walala (pictured) for the first time to reimagine the holiday season with limited-edition designs and engaging experiences. 

Available from October 2025 onwards, this partnership exemplifies Carlsberg Group’s strategy to transform convivial moments into radiant expressions of creativity that resonate with discerning consumers yet are rooted in 1664’s signature ethos of good taste and shared celebration. The partnership spans Hong Kong, mainland China, Singapore, Malaysia and Vietnam. 

Known for her bold use of colour, vibrant geometric patterns, and immersive installations, Walala brings a fresh, contemporary twist to the rich traditions of Asian festivities. As fireworks light up the night sky, lanterns glow, and the scent of gourmet delights fill the air, the festive season once again unites communities in celebration and shared joy.

The modern packaging designs of 1664 Blanc, Rosé, and Brut bottles and cans blend the brand colours with Walala’s playful aesthetic, resulting in eye-catching designs that capture a whimsy and exuberant spirit. Complementing the purchase of products are exclusive co-branded merchandise and collectables, including red envelopes, tote bags, glasses, and umbrellas, all thoughtfully crafted to reflect the cultural significance across Asia, while elevating the brand’s premium portfolio.

Aligning with Accelerate SAIL strategy

This collaboration aligns with Carlsberg Group’s Accelerate SAIL strategy, launched in February 2024, which aims to drive bold growth, enhance professionalism, and establish Carlsberg as a positive societal force. Inspired by this vision, 1664 continues to partner with forward-thinking creatives to reinforce its design-led, premium positioning in Asia.

Explaining the insights behind the collaboration, Rommel P. Fuentebella, senior director, premium and execution of Carlsberg Asia, told MARKETING-INTERACTIVE that 1664 Blanc is all about good taste and bringing people together in its pursuit. "Walala’s ethos of “taking joy seriously” perfectly complements this spirit, adding vibrant energy to 1664 Blanc and aligning with the festive celebrations across Asia, where loved ones gather for happy occasions."

Walala perfectly embodies 1664’s design-led spirit, blending Parisian elegance with joyful creativity to celebrate individuality and strive for excellence, cementing 1664’s position as the beer of choice in the region’s highly competitive market, he added.

Furthermore, this collaboration exemplifies the strategy by blending 1664’s elegance with bold artistic expression, creating experiences that resonate deeply in APAC markets where lifestyle and creativity are highly valued, he said. 

The campaign is designed to celebrate local culture while reinforcing 1664’s premium positioning, Fuentebella said. This includes localised experiences such as pop-ups, influencer collaborations, and social media activations; design-led storytelling that connects with urban, style-conscious consumers in each market; as well as unified brand ethos of “good taste and shared celebration,” ensuring consistency across regions. 

The partnership is designed to reach a wide audience, from people who enjoy drinking beer and appreciating good taste, to art lovers who are inspired by creativity, he added.

It also resonates strongly with the younger generation seeking fresh cultural experiences, as well as consumers who value the connection between lifestyle, culture, and premium brands.

The campaign is led by Epoch, a UK-based brand agency that made the partnership possible and creatively brought the 1664 x Walala collaboration to life across multiple consumer touchpoints. The brand also partnered with a London-based creative communications agency Full Fat, to lead the PR, influencer, and social media for the partnership. 

The partnership is promoted through a mix of channels, including dynamic social media campaigns, coverage in traditional media, and curated gift seeding with media partners and KOLs to create authentic buzz and engagement, he said. "Our primary focus is to bring this partnership to life in-store via impactful displays, POS and shopper communications."

ROI measurement

In terms of returns on investment, Fuentebella said this is measured through a combination of brand health metrics, sales uplift, and engagement analytics. This includes tracking sales performance across key SKUs and regions during the campaign period; social media reach and sentiment, especially around Walala’s installations and limited-edition packaging; earned media value from PR coverage and influencer collaborations; as well as consumer perception shifts.

In addition to the art collaboration, the brand is activating a multi-channel festive strategy that includes limited-edition packaging tailored to local markets and seasonal celebrations; digital and influencer campaigns to amplify reach and cultural relevance; experiential pop-ups and installations to engage consumers in high-footfall areas; retail activations and bundle promotions to drive conversion at point of sale; localised content that celebrates regional traditions while reinforcing 1664’s premium Parisian ethos. 

Set against the backdrop of Asia’s festive calendar, beginning in mid-October and leading up to Lunar New Year in different markets, 1664 reimagines longstanding traditions and rituals through the bold lens of contemporary design, inviting consumer engagement and shareability.

This cultural celebration will unfold through a series of on-ground activations across the region, offering an intimate look into Walala’s creative process, her inspirations, and her interpretation of joy. The campaign officially launches in November in Malaysia and Hong Kong, setting the stage for immersive experiences to follow. A highlight of the journey will be a striking installation in Kuala Lumpur this December, followed by activations in key cities in China, Singapore, and Vietnam in the months ahead.

Fuentebella said: “Elegantly unexpected, our 1664 x Walala collaboration creates a vibrant space where worlds collide—pouring a splash of joy into everyday moments and transforming them into meaningful connections."

"This first-ever Asia-wide collaboration with Walala exemplifies our approach of blending 1664’s French flair with locally resonant creativity to deliver innovative beer experiences tailored to diverse markets. Through bold activations and visionary partnerships, we aim to reaffirm our presence in key cities while planting strong foundations in recently entered and emerging markets," he added. 

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