A new design has been unveiled for 33cl bottles of Heineken beer in the latest phase of the brand’s campaign to “Open Your City”.
The new City Edition suite of bottles carries the name of different “progressive” cities in the world – Amsterdam, Berlin, London, New York, Rio De Janeiro and Shanghai – below the Heineken red star.
It is part of the “Open Your City” campaign designed to encourage consumers to break out of their local neighbourhood and explore new nightlife hotspots and experience all that the wider city has to offer.
Globally, the “Cities of the World” initiative will see two billion bottles distributed, replacing current 33cl bottles for a limited period. The new bottles will be available in the UK on-trade from September.
The campaign runs for the next six months and will feature TV, national outdoor and press advertising, sponsorship, digital and traditional PR.
Andrew Turner, on-trade category and trade marketing director at beer and cider company Heineken, said: “We constantly strive to further engage consumers with the Heineken brand to enable our trade customers to grow their business.
“The activation we are installing around the Cities of the World campaign presents a fantastic opportunity for licensees to harness the pulling power of a popular brand to drive sales ahead of the festive period.”
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