Innovative New Heineken Says “Feel the New Can. Taste the Exceptional Quality”

Posted: February 4, 2011 in Brand management

There is no doubt that Heineken is the first beer brand coming to mind for most of us when we hear the word “beer”. Most probably this is the reason why Heineken is the No. 1 selling European Lager in the United States. The brand seems to keep on sticking in our minds with not only its special taste that it leaves in the mouth but also its new can packaging.

Recently, Heineken has announced the launch of their new can packaging beginning in February. Heineken’s upscale and visually appealing new look – and unique, tactile feel – elevates the overall appeal of the package and reinforces the high quality and great brewing tradition of the nation’s premier beer importer.

Heineken’s new can design incorporates four distinct elements: 1) Heineken’s iconic racetrack label is prominently featured on the front of the can while the contemporary vertical logo, on the back, is the hero. 2) A cool, more sophisticated appearance comes on the scene with the new aluminum can. 3) The curve of the can gives the pack a more fluid and dynamic look. 4) The innovative raised ink printing technology adds a unique texture to the can. Not only it creates the visual impression of condensation on the outside but also it provides a more pleasing tactile experience to the consumer.

According to a consumer benchmark research conducted by Heineken in 2010, the new can package creates an overall positive effect on the quality and equity perception of the brand as it is perceived as unique and sophisticated.

The new package features a stylish design and sensory elements that give the can a contemporary feel and refreshing appearance, said Filip Wouters, vice president of marketing for Heineken. “The innovative ink technology creates a unique texture that is immediately noticeable and creates a more enjoyable drinking experience for our consumers through the sense of touch. The new design stands out better on shelf, in the cold box and on display.”

Although Heineken’s new can package will be available in 12 oz. and 16 oz. sizes beginning in February, 24 oz. size will be off the shelf in summer 2011. A new 3×4 suitcase format, replacing the 2×6 fridge pack, makes it easier to stack and display at retail.

In order to support the National launch of its new can package, Heineken works on advertising. It will focus on eye catching merchandising and POS including can dispenser units, price cards, cooler decals and door handles, tuck cards and case stackers. The support materials will feature a special printing technique that creates a complementary 3-D look and communicates the “Feel the New Can. Taste the Exceptional Quality” brand message.

A key part of brand Heineken’s success throughout time has been its drive towards Innovation. We will support this new can with several million dollars of dedicated above the line support to secure our innovative leadership position in the import can segment,” Wouters concluded.

  1. B says:

    I hate the new can. It feels like lizard skin. Maybe they swapped the beer with chilled lizard pee?

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