UK: Heineken launches new packaging/advertising
The Dutch brewer Heineken has launched a silver and green keg-shaped can across supermarkets, convenience stores and select pubs and bars in the UK.
The roll out of the keg-shaped 330ml aluminium can supports Heineken's relaunch in the market as a 5% ABV imported beer. The keg-shaped can is already available in other European markets and was originally launched in December 2002 in Hong Kong.
The new can, which has been available in limited distribution since February 2003, will now be available to purchase in much wider distribution, in single units or as a hi-cone 6-pack. It will be supported in-store with highly visual pos materials (including 6 foot giant inflatable cans) and small free-standing display units.
In addition Heineken is investing £1m on a new consumer advertising campaign, which will include national TV, cinema and style magazines. In the TV ad, which breaks on 26th March, a £200,000 Saleen S7, one of the world's most luxurious sports cars, is seen being crushed into a tiny box of metal, before emerging to a better life in the form of the new keg-shaped Heineken can - all to the tune of the Three Degrees' classic, 'When will I see you again?'
John Ricketts, off-trade sales director at Heineken (UK) Ltd. Said: "This new look can has a modern design and looks very elegant. We have drawn on our international scale and expertise in innovation to realise this exceptional new packaging and we have already received very positive feedback from both premium lager drinkers and trade customers.
"The Heineken keg-shaped can has been designed to appeal to drinkers for a broad range of consumption occasions. Packaging is an increasingly important asset to our brand and this innovative can is part of Heineken's ongoing communication about the availability of high quality Premium 5% Heineken here in the UK.''
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