Carlsberg has launched an ‘educating’ campaign titled “Where’s the Party?” for young Swedes, targeting guys, which explains how to party and find a girl. The beer brand launched a series of short advisory videos on YouTube and TV ads to provide the younger generation of men some with tips, which will help them become outrageously successful with the opposite sex.

The videos are unveiling valuable information, which teaches young men how to behave, dance, dress and talk to make a proper impression and attract a beautiful lady. The data was obtained through experiments employing scientific gadgets, sweat meters, eye-tracking devices as well as by studying physical responses to a range of stimuli including fashion dress sense, various music styles and many more. In the video, a host explains what can catch women’s attention—the ground for his tips is a women’s reaction to various things, from items of clothes to styles of a man’s behaviour at the bar.

“What makes the humour really work in the TV shows about the experiments is the serious side to the challenges of getting a date; all that awkwardness and ‘what should I do in this situation?’ dilemmas. Our customers like to have fun and with this campaign we’re helping them to do just that—only better,” commented Henric Byström, PR-manager of Carlsberg Sweden.