The see-through bottle featured on a front cover gatefold on Easyfinder and East Touch and on a cellophane bag wrapping the latest Maxim edition.
These executions, developed by ZenithOptimedia, were supported by more traditional print ads in the titles.
The bottle first launched in Asia in Singapore earlier this year as part of a global rollout by Carlsberg. "We are always looking for ways to improve our brand image as well as the product itself," said Carlsberg's Hong Kong sales and marketing manager, Terry Yu.
The Hong Kong launch is supported by a poster campaign in the city's subway. The beer also staged a fashion show with City magazine in the trendy Lan Kwai Fong district this month, where local designers displayed new creations inspired by a green and transparent theme. Yu said the new design, which will replace the existing bottle, did not signal a change in Carlsberg's target market, but would help the brand. "We won't see any immediate increase in sales but it is good for long-term image," he said.
The brewer is also planning a second wave of advertising for its new Chill variant, taking a more thematic approach.