Packaging
The packaging is the face
which the beer presents to the
world. To keep our brands
young and relevant, it's impor
tant to keep our packaging
fresh. Heineken regularly
introduces updated designs
and temporary themed packs.
Trials in eight countries last
year with a new can design in
the shape of a beer keg,
combining the traditional lines
of the Heineken logo with
modern silver elements,
evoked responses such as
'innovative' 'exclusive'
'modern' and 'quality' in con
sumer surveys. The new can
was launched in Hong Kong
at the end of 2002 and will be
introduced in France, Greece
and the UK in 2003.
