The agency made the choice of design and proposed to Heineken to make its products the main tool of its strategy. Then, we worked on a creative proposal that builds on the legacy and multicultural DNA of the brand. With this unique series, called Countries Edition, Heineken proudly expresses its multicultural values and its attachment to its European roots, through a simple yet powerful design.

We wanted to place the product in the hands of the widest possible range of people but also let consumers interface with the famous Heineken “Openness” and make it their own. In celebrating Europe’s colors and the countries that have contributed to its rich history.

For the first time ever, the colors of the 21 European Nations were depicted on the iconic Heineken star and refined with tailored designs on bottles, cans and packs as well as in stores and in bars.

Countries Edition is a limited edition which, for the first time, designs the emblematic Heineken star in the colors of 21 European nations on bottles, cans, packs, outlets and bars.

We wanted to put the product in the hands of the greatest number and let the consumers play with the limited series packaging to own the famous Heineken Openness. With a precise timetable and a launch on April at the Champions League, another major sporting event for which Heineken is the official partner.

The design of the bottles then serves as an alibi to fuel a 360 ° activation campaign: print, digital, off-trade and on-trade, influence ...

The results were spectacular. French people acclaim the campaign, in 2017 Ipsos France awarded it by the special eco-system prize.

Influencers and consumers from all over took hold of the designs and shared them. Online & offline media saluted a smart, innovative campaign and evocative designs that encouraged moments of sharing and togetherness. In 2016, Heineken created the greatest activation ever conducted in France by a brewer… and it all started with its own bottle designs.

Some key figures:

1_ Packaging: 230M bottles

2_ Off-trade: 2700 kits

3_ On-trade: 7500 visibility kits

4_ Influence: 5,3 M contacts

Heineken: +1pt Vol MS VS competitor: -2,1 pt Vol MS.