THINCing up
Innovative ideas
ackaging suppliers from around the world were
invited to present the best they had to offer
HEINEKEN in terms of innovation. The outcome
was exciting to say the least. With the incentive of having their idea potentially
put into production, 35 existing global packaging suppliers and suppliers-to-
suppliers attended the kick-off in May this year. To provide the participants
with direction, suppliers were asked to focus on innovation in the areas of
'Premiumness' and 'At Home Convenience'.
Innovation
is a key strategic
advantage for HEINEKEN.
To maintain this advantage, every
possible source of inspiration should
be tapped and optimised. Processes are
already in place internally to foster a culture
of innovation and more recently, the best
creative talent from around the world had
the opportunity to share their ideas via
the Ideas Brewery. With the recent
launch of THINC, the circle is
complete.
Referring to the choice of focus, Dennis Bakx, Global Category
Buyer Packaging Materials, explains: "The current global
economic situation has increased the need for brands
to be able to justify their price premium by offering
consumers recognised value. And secondly, the
consumer's home is increasingly the focal point for
social activity with family and friends and, at the
same time, consumer choices are heavily influenced
by lack of time and the need for convenience and
simplicity."
Proven Technology
Suppliers were also asked to focus their efforts
solely on consumer-facing packaging using proven
technology. "By proven technology, we mean materials
and manufacturing processes that already exist," explains
Dennis. "We are looking for ideas that are more or less ready
to be implemented. However, we were clear that this could
extend to technology that's used in another industry
or for other types of products. Or even existing
manufacturing techniques that could be re-applied
to solutions for our products."
To focus suppliers further and help
them achieve what HEINEKEN
is looking for, they were
given a list
32 World of HEINEKEN Quarter A 2012
