Heineken launches new iconic bottle across the globe
(Thomson Reuters ONE) -
Unified visual identity packaging on bottle, glassware and can
Amsterdam, 1 December 2010. Heineken announced today the global roll-out of the
new iconic Heineken bottle, completing the redesign of its global brand
packaging range. The restyling aims to streamline the visual identity and make
the brand even more consistent and recognizable in all 170 markets worldwide
where Heineken® can be enjoyed. The new bottle will come in five different
volume sizes and will be available in Western Europe at the beginning of 2011
and across the rest of the world by 2012.
Mark van Iterson, Manager Global Heineken Design & Concept, said: "We believe
that with one recognizable bottle the global Heineken brand will be further
strengthened. With uniformity comes even greater impact."
He continued: "The bottle will reinforce the new packaging visual identity which
has already been applied to the contemporary tactile can and embossed glasses
that were introduced in selected markets earlier this year. As the market leader
we pride ourselves on being progressive in design as well as taste."
The Heineken brand's redesign project was led by a cross functional team
consisting of global marketing, supply chain and the participation of a number
of markets. It ensured the smooth transition from fifteen to five bottles
sizes, while at the same time achieving greater efficiencies in the supply
chain.
Van Iterson added: "Our consumer focuses on details. This is why Heineken has
dedicated time and resources to this design update, making sure every single
element was taken into consideration. We have looked at each and every
packaging detail to ensure our sophisticated consumers feel a subtle but
significant difference. Consumer response has been excellent. They see the new
design to be modern, appealing and innovative."
Unique packaging features
The new bottle, replacing the XLN (extra long neck) and Heineken shortneck
packaging, is introduced in two versions: embossed and standard. The new design
features a unique curved embossment on the neck and back, which not only looks
good, but also adds a pleasing to-the-touch feel, whilst a distinctive embossed
mark acts as a stamp of quality and authenticity. Additionally, the new shape
makes it look proud while enhancing the premium positioning of the bottle.
In addition to the specific packaging changes, the new packaging visual identity
includes updates to key brand elements including an ellipse curve, derived from
Heineken's iconic racetrack logo. Additionally, Heineken's trademark refreshing
green colour has been enriched and its iconic red star emblem, the world's most
recognizable beer symbol, has been raised above its logo.
New visual identity on glasses and cans.
The new bottle reinforces the visual identity packaging that is already in use
on cans and glasses introduced in the beginning of 2010. The progressive
packaging introduces sensory elements such as embossments, strategically placed
indents and tactile ink, offering consumers aesthetic improvements, adding to
the overall drinking experience.
Heineken's commitment to innovation is evident in the new can design which is
the first of its kind to feature tactile ink and be introduced across the world.
This revolutionary ink, created by a series of small raised dots on the surface
of the can, gives the consumer a better feeling in the hand, enhanced grip and
allows the brand to appear more refreshing and recognizable.
The latest glass features an embossed curve on the side, adding a pleasant
feeling when held. It also helps bar staff by providing a guidance point for
how it should be held at the draught column, helping staff to create the
'perfect pour'. The new slender shape has also been proven to respond better to
the temperature, meaning it will stay cool longer.
-END -
Press enquiries
Marnie Kontovraki
Heineken Brand Consumer PR Officer
Heineken International
Tel: + 31 (0) 20 52 39 355
Marnie.Kontovraki(at)heineken.com
The Heineken brand, that bears the founder's family name - Heineken - is
available in almost every country on the globe and is the world's most valuable
international premium beer brand. Additional information is available
onhttp://www.heineken.com and http://www.heinekeninternational.com/presscentre.
[HUG#1467623]
Heineken International press release:
http://hugin.info/136188/R/1467623/405273.pdf
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Source: Heineken International via Thomson Reuters ONE
Unternehmensinformation / Kurzprofil:
Datum: 01.12.2010 - 17:30 Uhr
Sprache: Deutsch
News-ID 49315
Anzahl Zeichen: 5556
contact information:
Town:
Amsterdam
Kategorie:
Business News
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"Heineken launches new iconic bottle across the globe"
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