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Responses by AKQA.

Background: The site was part of a new brand strategy focusing on the brand’s purpose of “the constant pursuit of better,” an idea originally formulated by founder and brewmaster J. C. Jacobsen in 1847. Basically, in everything the brewery does, it should strive for better, specifically when it comes to advances within brewing, environmental initiatives, and the arts and sciences that all serve the general betterment of the public. The site was the cornerstone of this new brand strategy, telling the full story of the brewery’s purpose and betterments through the years.

Design core: The card-based design and the immersive, scroll-based subpages.

Favorite details: The SEO strategy is probably the thing of which we’re proudest. Whenever people search for anything related to beer or Carlsberg, the first page on Google shows an answer that is precise, witty and intriguing. If the user clicks on the answer, she gets the opportunity to move to the rest of the site and explore the world of Carlsberg.

Challenges: Probably minimizing the load times as heavily as we did. The site now performs six times faster than the competition. Another quite challenging aspect was creating the immersive storytelling pages explaining Carlsberg’s betterments, such as the Snap Pack and the pH Scale, among others.

The time constraints caused us to focus more on the essentials: getting the SEO strategy to work, telling the story of the betterments, etc. It didn’t really have any negative effects.

New lessons: We relearned the importance of trust between the company and the agency. When it’s there, the process is free, and the best ideas come to fruition.

Navigation structure: The goal was to enable people to constantly move on from the other related content if needed: all the way from the “better answer” by Carlsberg for people asking beer-related questions on Google to the world of amazing content that Carlsberg has on its site.

Special features: Under the “Beer” section, the bottles roll as you swipe from one to the next. As a nice feature, every time you scroll down to the bottom of a page, you’re offered a natural way forward to more interesting related content.

Technology: The programming language was C#, and the back end was made in Umbraco. The front end was plain JavaScript—no framework.

One of the most important aspects was to create a functional back-end interface that was super easy to use for the many local market editors around the world. And to keep load times as short as possible, animated lazy loading became a big part of the site as well.


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