Heineken, the No. 1 selling European Lager in the U.S., 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: Heineken’s iconic racetrack label is prominently featured on the front of the can while on the back, the contemporary vertical logo is the hero; the new aluminum can offers a cool, more sophisticated appearance; the curve of the can gives the pack a more fluid and dynamic look and finally; the innovative raised ink printing technology adds a unique texture to the can, creating the visual impression of condensation on the outside while providing a more pleasing tactile experience to the consumer.
Consumer benchmark research conducted by Heineken in 2010 demonstrates that the new can package is perceived as unique, sophisticated, and has an overall positive effect on the quality and equity perception of the brand.
“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.”
Heineken’s new can package will be available in 12 oz. and 16 oz. sizes beginning in February and 24 oz. size in summer 2011. A new 3×4 suitcase format replaces the 2×6 fridge pack and makes it easier to stack and display at retail. Heineken will support the National launch of its new can package with advertising including print & :30 sec digital executions.
Additionally, eye catching merchandising and POS including can dispenser units, price cards, cooler decals and door handles, tuck cards and case stackers, will also be available. 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.