Originality
■ITO DESIGN
aluminium bottle. "Sales were in line with our objectives and in
view of the success it has been decided that the distribution of
the bottle will be expanded to other countries." One of those
countries is the United States. Heineken USA is presently preparing
the introduction of the aluminium bottle on a small scale.
Obviously, the aluminium bottle will also be available in France
again this summer, but once more that will not be on a wide scale.
"We want to target highly qualitative outlets and create rarity
value," is Mr Peltier's explanation for this choice. The new packaging
format is therefore available solely in the sophisticated and
trendy outlets.
Research has shown that consumers have given the new bottle an
enthusiastic welcome. They describe the new packaging format as
handsome, modern and stylish. The coolness of the bottle in the
hand, its light weight, its originality, all of these are facets that
make the young consumer in the trendy outlets choose Heineken
again. In The Netherlands, too, the bottle's potential is being
seriously studied. In the summer of 2002 the aluminium bottle
was presented in five trendy beach outlets. The reactions of
consumers were similar to those in France and people showed a
clear preference for the new bottle as compared to the other
packaging formats.
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