Back labels of the Heineken brand have been
redesigned. All bottles, cans and secondary packaging
will eventually carry the message directing consumers
to the Enjoy Heineken Responsibility website
THE WORLD OF HEINEKEN
•V 'kfrijSs* g;
URL," says Niels Ansinger, Packaging Development Manager of Heineken
Corporate Brands. "Our target is to have the link to the website on all
primary and secondary packaging by the end of this year. Bottles and cans
are considered primary packaging. Six packs, twelve packs etc. are
considered secondary packaging. It was not an easy task, because
Heineken uses lots of different forms of packaging, but we are now well
underway."
Because the message spreads quickly in this way, the website's visitor
statistics show steady, significant growth. "People specifically like the quiz,"
says Cosgrove, referring to an online questionnaire through which visitors
can discover how much they really know about alcohol consumption.
Heineken managers are enthusiastic about the opportunities provided by
this issue to engage in a dialogue with their local stakeholders. Heineken is
convinced that dialogue rather than directives will prove the right way to
deal with irresponsible use of alcohol. The media, NGOs and consumer
organisations responses have been very encouraging.
