The new Heineken STR bottle lights up the night - literally.
This limited edition 12-ounce (330ml) bottle made from
lightweight brushed aluminum features a graphic five-
point star, the main element in the brand's new visual
identity. Printed in ultraviolet ink that's invisible by day,
the bottle design glows magically beneath a nightclub's
ultraviolet lights.
World of Heineken 43 - winter 2010
"Heineken has a strong link to nightlife," says Hans Erik Tuijt, Global Manager of Heineken
Brand Activation. "We saw the opportunity to make that link stronger by creating a cool bottle
designed to boost Heineken's visibility, distinctiveness and contemporary image in on-premise
environments. Heineken STR is designed for young adult consumers who frequent the most
exclusive bars and clubs. With a superb tasting premium product and sophisticated packaging,
the STR completes the Heineken experience for these dynamic and trend setting consumers."
The aluminum bottle is 100% recyclable, meaning the materials can be reused indefinitely. It's
targeted at trend-setting young adult beer drinkers (legal drinking age plus five years) who
understand that style and design are key contributors to a great night out. The STR name is
an abbreviation of star, Heineken's main branding element, and relates to the language of
mobile phone messaging commonly used by this demographic. Heineken STR will launch in 30
countries through the first quarter of 2011, and will only be available at the most exclusive and
upscale bars, nightclubs and special events.
The new bottle first generated interest with the release of a viral video on the internet. This
quickly became a hit with over 1.1 million page views reaching more than 2.1 million people.
Rumours about the iconic STR logo began to circulate until the stars first appeared along
Shanghai's hot Xintiandi district in a Hollywood-style walk of fame that showed a name, the
word STR and the numbers 10.10.10. Soon after, a select list of the city's trendsetters received
STR branded invitations to the official launch party.
Centred around the theme 'Mark of the Rising Star', the launch party took place at Shanghai's
Flair, the city's highest outdoor hotspot. This exclusive bar is perched on top of Pudong's Ritz-
Carlton, with a spectacular view from the 58th-floor terrace to the Oriental Pearl Television
Tower's revolving restaurant at 267 metres, the serpentine Huangpu River, and Shanghai's
urban sprawl stretching toward the horizon. Guests were delighted by the unique work and
performances of four Shanghai-based rising international stars: illustrator Nial O'Connor,
photographer Matthieu Lunard, DJ Choyce Kutz and singer Li-Tong.
"Shanghai was selected as the key location for this region's launch because it reflects
Heineken's innovative and progressive characteristics. Shanghai is a city in search of
world-class innovations and this is reflected in its consumers," says Hans Erik. "As a
high-end, premium offering, STR is set to become a symbol of the hottest trends in
modern high society."
Glowing
Exclusivity
35
