Carlsberg Group
How do you get a corporate site to “taste of beer” without scaring away investors and other serious target groups?
In 2007 Carlsberg launched with a new company website combining the deeds of the classical corporate website with explorative and experience-based elements inspired by brand sites. The strategy was to show more of Carlsberg unique brand character to the corporate target users. We designed the site with a new communications and content concept. Every page should deliver both the serious content the user would expect to find, but also a twist of Carlsberg’s unique character: A fun fact about Carlsberg’s history, a commercial from the ad-archive or a interesting new way of exploring the brands.
The project was initiated by a comprehensive analysis of target groups, competitors and market opportunities. The analysis was compiled into a web strategy and condensed to an actionable concept brief which was the platform for the creative work.
Carlsberg’s company site was awarded with the Danish Business Newspaper Børsens online award 2007.
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Concept and art direction of brand and product sites in the nordic and baltic countries.
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