For the upcoming holiday season, Heineken, a brand of HEINEKEN USA, White Plains, N.Y., has created “unlimited” different bottles each with a unique number and design.
Using innovative technology that incorporates a smart algorithm and high-speed digital printing, each bottle will have millions of different, festive patterns, ensuring no two bottles are alike. To complement the packaging, Heineken will offer beer drinkers the chance to win $1 million in an integrated off- and on-premise promotion launching Oct. 15.
“We’re using a digital printer programmed with a smart algorithm to create millions of different patterns incorporating the iconic Heineken color palette,” said Roxanne Mercado, Heineken brand manager with HEINEKEN USA, in a statement. “Just in time for the holidays, whether for personal consumption or gifting, this unique concept balances cutting-edge technology with global product consistency to create a truly personalized product offering. To drive velocity at retail we’re rolling out a promotion entitled, ‘You’re one in a billion, now win a million’. Shoppers will have the chance to win a $1 million grand prize as well as secondary prizes, including Heineken holiday merchandise.”
Festive point-of-sales (POS), including a four-sided tree display, case stacker and pole topper will drive consumers to enter the sweepstakes by redeeming the unique number on their bottle label by text or QR code, the company says. PR, digital media, and social media posts by influencers will drive store and bar traffic for incremental Heineken sales throughout the key holiday selling period, it adds. On-premise POS includes table tents and coasters that highlight the promotion and encourage patrons to enter the sweepstakes.