The launch is part of a global roll-out, streamlining Heineken’s visual identity and making the brand even more consistent and recognizable in all 176 markets worldwide. The new design stamps Heineken’s progress together with consumer’s sophisticated taste and also solidifies Heineken’s position as the market leader in the international premium beer segment.
Heineken New Iconic Bottle
The bottle features an embossed curve, inspired by the label ‘racetrack’, on the neck and back. The back of the bottle features the same curve motif, set above an embossed Heineken logo and the iconic star. The curve acts as a thumb groove and is perfectly placed to meet the drinker’s fingers which add tactility and grip as they grasp the bottle whilst keeping the beer to stay cooler. Additional bottle updates include a slimmer body accentuating the bottle’s premium feel and an elongated appearance emphasized by both vertical neck branding and a higher label position.
As the world’s No. 1 international premium beer, Heineken understands it’s the small details that make the difference. The introduction of tactile elements further reaffirms Heineken’s quality and authenticity in the mind, and on the fingertips, of the consumer throughout the entire drinking experience.
Yap Swee Leng, Marketing Director of Guinness Anchor Berhad (GAB), comments: “We know our drinkers notice small details, which is why Heineken has dedicated so much time to this design update. Every single element has been carefully considered to ensure our drinkers feel a subtle but significant difference.”
Celebrating Heineken Fans
To celebrate the launch of its new iconic bottle, Heineken is flying down renowned Dutch DJ, Ferry Corsten to Malaysia for an exclusive invite-only party on 11 July 2012 at KL Live. To score invites to this exclusive event, consumers are encouraged to visit Heineken’s Facebook page at www.facebook.com/heineken.
The launch party kicks off an exciting campaign dubbed the Heineken ‘Progressive’ Tour that will see exclusive events held nationwide and also Heineken’s well-known music programmes: Heineken Green Room & Heineken Thirst slated in the last two quarters of the year.
Swee Leng added: “We put our consumers at the heart of everything that we do. With a unified visual identity in packaging globally, truly calls for a celebration to our fans.”
To be part of Heineken’s exciting calendar of events, log on to www.facebook.com/heineken or www.heineken.com/my for more information.
Fact box
CAPS OFF TO QUALITY
The bottle caps all now have QUALITY written on them.
A SALUTE TO STANDING TALL
A longer neck gives the bottle a slimmer and more modern shape. It also proudly bears the Heineken name. The neck then leads to a strong and manlier shoulder.
DEDICATED TO PRECISION
The thumb groove is an added feature that encourages you to hold the bottle with a better grip, and allows the beer to stay cold longer.
A CELEBRATION OF LASTING IMPRESSIONS
The embossed logo gives the bottle a stamp of authenticity and class.
IN HONOUR OF CLARITY
A transparent label lets you see your beer clearly. It also sits higher, emphasising the shoulder.
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