Carlsberg Plays Up Social Situations

NEW YORK Carlsberg Breweries focuses on the interaction that accompanies gatherings in which consumers enjoy beer in a new Web site from Framfab Denmark.

The Flash site ( features of grid of photographs of people socializing and consuming Carlsberg. When users click on certain photos, they are transported to metropolitan locations, such as London or Copenhagen, where they follow the exploits of Carlsberg drinkers on the town.

The site also centers on Carlsberg’s sports sponsorships, starting with the brand’s ties to Euro 2004, next year’s European soccer tournament in Portugal.

Framfab, which also works for Nike, Coca-Cola and Volvo Car Corp., among other clients, landed the assignment last year following a global review of undisclosed agencies [IQ Daily Briefing, Oct. 30, 2002]. The brewer’s former Web site included the brand’s commercials and sections on football, golf and skiing.