The campaign is solely magazine-based and is designed to link the brand with Danish culture in the eyes of fashionable and opinion-forming men.
Emap's collective magazine proposition, the First For Men Club, is providing the beer brand with a five-month package consisting of advertorials, inserts and display ads inspired by Danish culture.
The campaign begins in the August issues of Emap monthly titles including Arena, FHM, Q, Empire and Mojo, which reach 5m men each month.
Non-Emap titles being used in the campaign include Conde Nast's GQ, The National Magazine Company's Esquire, IPC's Uncut and Haymarket's Stuff.
Nik Vyas, press director at ZenithOptimedia, praised Emap for the way it approached the project.
"Having persuaded Carlsberg to use magazines for the first time we worked closely with Emap to ensure we utilised the medium to full effect. The quality of its portfolio of titles and its energy in coming up with a solution that perfectly matched Carlsberg's needs led us to concentrate a significant proportion of our investment with it," he said.
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