Heineken, the number one selling European Lager in the United States, has announced the launch of their new can packaging beginning in February. The new look is unique with a tactile feel, elevating the overall appeal of the package and reinforces the high quality and great brewing tradition of the nation’s premier beer importer.
The new can design incorporates four distinct elements: Heineken’s iconic racetrack label is featured on the front, while on the back is the contemporary vertical logo. The new aluminum can offers a cool, more sophisticated appearance, and the curve of the can gives the pack a more fluid and dynamic look. The innovative raised ink printing technology adds a unique texture to the can, creating the impression of condensation on the outside, with a more pleasing tactile experience for the drinker.
Heineken conducted consumer benchmark research in 2010, which demonstrated 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.”
The 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, making it easier to stack and display at retail. Eye catching merchandising and POS including can dispenser units, price cards, cooler decals and door handles, will also be available. The support materials will communicate the new brand message of “Feel the New Can. Taste the Exceptional Quality.”
“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 innovation leadership position in the import can segment,” said Wouters.