Annual Report 2001 - Carlsberg Group

52 Corporate Centre
volvement in the golf scene in Asia sponsoring the
Carlsberg Malaysian Open, Singapore Masters
and Hong Kong Open.
The link between Carlsberg and the world of
music and cinema continued to develop positively
between the brand and its consumers. The MTV
European Music Awards 2001 were successfully
carried out in Frankfurt, Germany, and Carlsberg
was an integral part of this worldwide event.
As new media is increasingly becoming a
valuable tool in the brand’s relationship with
the consumers, the Carlsberg website,
www.carlsberg.com, was redesigned and improved
to provide better and easier navigation for all
site visitors; both those seeking specific information
and others just there for fun. The site provides
links to the entire world of Carlsberg.
Finally, the importance of design and packaging
development will increase in future. The
Carlsberg logo is a strong icon worldwide that
has been established and continuously expanded
over the years. Based on that logo, a new
design programme for secondary packaging
(multipacks, seasonal and sponsorship packaging)
has been developed and will be presented
worldwide during 2002 as part of an overall
The Carlsberg camp at the
Roskilde Festival, 2001.