Beverage Industry

Heineken launches new can, Dos Equis reaches Facebook milestone

February 1, 2011

Heineken will release new can packaging beginning this month, featuring an upscale new look with a tactile feel. The new can elevates the overall appeal of the package and reinforces the high quality and brewing tradition of the premier beer importer, the company said.
 
Heineken’s new can design incorporates four distinct elements: Heineken’s racetrack label is prominently featured on the front of the can while on the back, the contemporary vertical logo stands out; the new aluminum can offers a more sophisticated appearance; the curve of the can gives the package a more fluid and dynamic look; and 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, the company said.
 
Heineken’s new can package will be available in 12- and 16-ounce sizes beginning in February and a 24-ounce size in the summer. A new three-by-four suitcase format replaces the two-by-six fridge pack and makes it easier to stack and display at retail, the company said. Heineken will support the national launch of its new can package with advertising, including print and digital. Support materials will feature a special printing technique that creates a complementary 3D look and communicates the “Feel the New Can. Taste the Exceptional Quality” brand message.
 
In addition, Heineken announced that Dos Equis reached the coveted milestone of 1 million ‘Likes’ on Facebook. The brand has experienced incredible growth in the social media space during the past 16 months, particularly on Facebook, where Dos Equis added more than 800,000 fans in 2010, the company said. The Dos Equis fans generate between 100 and 1,000 wall posts a day, most of which are linked directly to its “Most Interesting Man in the World” campaign.