Heineken Design & Branding HEINEKEN LIMITED EDITIONS GIFTPACK by DBOD Amsterdam, Iris Amsterdam

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Industry Beers and Ciders
Media Design & Branding
Market Netherlands
Agency DBOD Amsterdam
Art Director Ramses Dingenouts, Pascal Duval
Copywriter Ady Thomas
Designer Glenn Doherty
Agency Iris Amsterdam
Released November 2011

Credits & Description

Category: Special Editions & Promotional Packaging
Advertiser: HEINEKEN
Product/Service: BEER
Agency: DBOD
Art Director: Ramses Dingenouts (Dbod)
Junior Designer: Janneke Visser (Dbod)
Art Director: Pascal Duval (Iris-Amsterdam)
Copywriter: Ady Thomas (Iris-Amsterdam)
Designer: Glenn Doherty (Iris-Amsterdam)
Account Director: Evelyn Hille (Dbod)
Senior Project Manager: Kim Hogenbirk (Dbod)
Account: Chris Friends (Iris-Amsterdam)
Account: Matt Atherton (Iris-Amsterdam)
Media placement: Giftpack - High End Retail Outlets - November 2011

Describe the brief from the client
Design an exclusive 2012 Heineken Limited Edition gift pack, bringing to life how the brand explored the world through authentic story telling.
- The gift-pack contains 4 specially designed, 16 fluid-ounce aluminium bottles.
- The bottles share a glimpse into the past, present and future world of Heineken.
- Each bottle should tell a story. The stories on the bottles should mark important milestones in the history of Heineken. From the very first bottle and realisation of a dream, to the millions sold since, spreading enjoyment across the planet.
- The bottles should be a visual representation of our ‘Open your World’ tag line.

Describe the challenges and key objectives
Good design is appreciated by the Heineken consumer. To mark moments in the history of Heineken where we ‘opened our world’ to the future, we posted the creation of the bottle of the future, and gift box, as an online design challenge, to further harness the impact of stories told beyond the pack.
The bottles will be sold in a specially designed gift box. The Limited Edition item will only be sold in high-end retail outlets during the end of year gifting season. The gift box is a multi-scalable, selling unit. When purchased, it can also be used to display the bottles at home.

Describe how you arrived at the final design
The ‘Amsterdam 1873’ bottle marks the launch of Heineken beer. The bottle carries the first Heineken label. The background shows an old picture of beer delivery in Amsterdam.
The ‘New York 1933’ bottle marks the end of prohibition. This label was on the Heineken bottle that hit the shores of NY within an hour after the end of Prohibition. As a background, we show an art deco drawing of NY.
The iconic green ‘World 2012’ bottle is synonymous with Heineken’s worldly brand today.
The white ‘Your Future’ design signifies a canvas inviting people to create a future Heineken bottle.

Give some indication of how successful the outcome was in the market
The Heineken ‘Open your World’ episodes gift box was on the market from the end of 2011. All of the gift boxes sold out. In total 180,000 gift boxes were sold in over 30 markets: consumer priced at around €12
The design challenge, driven through Heineken’s Facebook page, invited people to create a bottle design that symbolises how people around the world will connect in the next 140 years - with an added twist.
The competition had an overwhelming response with very broad and qualitative levels of future designs: +128 online articles written, +35,000 ‘Likes’ and over 30,000 design connections made.