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.



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