2014 Brandcameo Product Placement Awards

brand and bottle

Heineken Puts a Fresh Star on Its Bottle

Posted by Mark J. Miller on October 9, 2012 01:01 PM

Heineken isn’t just James Bond's new beer of choice, with a swanky limited edition collectors' edition in Europe whetting fans' thirst for the upcoming Skyfall movie. The brand also is consumed by enough Americans to make it the nation’s top upscale beer import. And the Dutch brewer wants to keep spreading the brand love.

With that in mind, Heineken has partnered with New York's up and coming Public School fashion label to create a limited-edition camouflage duffel bag in honor of the third annual “Heineken 100,” which honors “tastemakers,” according to a press release. The pair previously collaborated on a limited-edition T-shirt that you may have missed.

"We chose Public School as a partner because their clientele, like ours, are open-minded, confident, resourceful men who know quality, seek out new experiences and are ever-evolving in all aspects of their life," said (Bond-worthy named) Olga Osminkina, senior brand director of Heineken USA. "We hope this is one of many future collaborations with innovative and accomplished designers who align perfectly with the aspirations of the Heineken consumer."

The brewer is all about new looks these days as it also has redesigned its packaging for the first time since 1946 — meaning that James Bond isn't the only star on its bottle. The brand's new “Star Bottle” design (see below) that's coming to the U.S. is now rolling out to some vendors in New York and is scheduled to be on shelves in the rest of the country by March of next year.

"The newly designed Star Bottle allows Heineken to take a huge step forward in the globalization of the brand, which started with our 'Open Your World' marketing campaign and our more recent draught program," Colin Westcott-Pitt, VP of Marketing, Heineken USA, stated. "The Heineken bottle has gone through a number of progressions but has always maintained its core iconography that has become a symbol of upscale premium beer, and this philosophy will remain the same with the new Star Bottle design."

According to the brand,

"The Star Bottle will be available in 12 oz. and 22 oz. sizes and features a taller, thinner shape giving it a more modern and premium look. The bottle also features an embossed thumb groove that improves grip and encourages people to hold the bottle at a lower point, keeping the beer colder. While the bottle is changing, consumers can still expect the same smooth, full-bodied beer with a complexity that balances fruity notes with mild bitterness that has been synonymous with Heineken for more than 100 years."

New York doesn’t just get to experience the new Heineken bottle before everybody else in the States. It is also playing host to Heineken sister brand Dos Equis’ Masquerade Gala in November, an event that will give five fans the opportunity to hang out with the brand’s “Most Interesting Man” mascot. In order to earn the honor, fans need to submit their thoughts on what the Most Interesting Man keeps in his most interesting chest in less than 150 words.

Heineken's new Star Bottle design coming to the U.S. — a comparison and a closer look below:

Comments are closed

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
BPBP
Branding Comeback Challenges
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
Digital Watch: WahlAT&T
Rethinking Possible With Transmedia Storytelling
paperGlobal Competitive [Ad]vantage
The latest from GeoEdge
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
MetaluxuryMeta-Luxury
Brands and the pursuit of excellence

Advertisements