Heineken releases city-themed six-pack
New packaging design encourages consumers to explore their cities
To kick off the summer, Heineken USA released six special-edition bottles inspired by the popular global destinations New York, London, Berlin, Amsterdam, Rio and Shanghai. Designed to encourage consumers of legal drinking age to break out of their routines and discover the secrets of their cities, each bottle label features a print of one of the six cities, the city’s name, and an enlarged Heineken red star, all on Heineken’s signature green glass bottle. In addition, through July 4, the themed packaging included codes that consumers could enter on heineken.com for a chance to win occasion-relevant daily prizes and grand-prize trips to the destinations featured on the bottles. Heineken’s City Bottles are available globally as part of its “Open Your Summer” and “Cities of the World” campaigns.