Heineken connects global creative talent to design anniversary bottle

The Dutch beer brand is using its Facebook page as a hub for fans to connect their design concept – which can be either an illustration or photo – with that of another designer’s to create a completed entry.


All participants are sent a brief once they’ve downloaded the design “toolkit” from Facebook (www.yourfuturebottle.com), which asks participants to design an image that symbolises how people will connect with each other in the next 140 years.

Designs are then uploaded to an online gallery where users must select another concept to pair with. Once paired both designs are submitted as a contender together.

Mark van Iterson, global head of design at Heineken, says: “Since we first launched in 1873, Heineken has continued to bring people together over social occasions so what better way to inspire the design for our future bottle than to tap into the exciting world of social connectivity. Design is the premiumness of this era.”

Entries submitted before January 31st will be judged by a panel and the winning creative team will see their bottle go on sale globally in December 2012.

The campaign was developed by creative agency AKQA Amsterdam.

The Amsterdam-based brewer, which claims it is the No.1 alcoholic drinks group on Facebook with over 4.6 million fans, announced a partnership with the social network earlier this month to boost its global digital marketing.

Heineken UK recently appointed We Are Social as social media agency for its Bulmers and Jacques cider brands to bolster its activities ahead of the nationwide cider season.


If you are an agency with a great track record in delivering effective campaigns this year then make sure you enter the Marketing Week Engage Awards 2012 Agency of the Year category – just click here.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here