Synopsis/Objectives/Target GroupCarlsberg Natural Mineral Water wants to confirm that the Carlsberg water brand support the lifestyle of their target group of outgoing, independent and sophisticated women (18-32).Water is a low-interest product, but with reasonable product benefits. How do we tell this in an entertaining and engaging way that supports the brand feeling? The answer to this, the solution, is found in the design, the interactive features and the tone-of-voice. This site tells women, it's OK to shop-till-you-drop, it's OK to eat sweets, it's OK to dump your boyfriend - and so forth. Live your life as you please, just remember to drink water regularly.The site is constructed as separate scenes. Each scene can be replaced, if tracking shows limited activity. Each scene evolves round a woman synonymous with the personality of the brand, and so the contents of each scene are based on the personality of the products.Basically the site contains a summer promotion contest, an intelligent product presentation, a selection of wallpapers and e-cards offering an opportunity to socialise with friends, a screensaver with strong quotes from powerful women and a game in which you destroy your boyfriend's apartment.Enjoy!