Red Star
DESIGN
Green Racetrack
The Importance of Packaging
Global Launch
"The red star is one
of Heineken®'s most
important visual symbols
and has always been part
of the brand identity.
We've made it larger and
more visible so it really
stands out to consumers."
"We redefined the green
racetrack emblem on the
packaging, taking out the
white centre to give it a sense
of transparency."
Mark's team conducted extensive research
to make sure they had made the right
choices and that the new design would be
positively accepted in the market. "First,
we carried out consumer research to gain
valuable feedback. We also had support
and input from the technical packaging
team in the brewery."
Mark points out that they will continue the
research after the launch too. "Our sales
force will talk with our customers to get
constructive feedback from them, and we
will also be able to track the packaging's
success via sales figures and volumes in
each market."
Packaging design is a vital element of
any overall brand experience, explains
Mark. "Design generally is crucial for
most products as it creates appeal
for consumers. It is one of the key
communicators of the brand's personality
and premium-ness," he says. "It is also the
most tangible point of contact between a
brand and consumers - they can literally
feel it, and it's what catches their eye at
point of purchase."
An appreciation of design has always run
through HEINEKEN's DNA. "Our founder,
Gerard Adriaan Fleineken, chose to use a
green bottle rather than the more typical
brown before 1900. That's a century-
old example of brand design within the
Company," says Mark.
For the global launch, individual markets
have the freedom to choose how and when
to promote the new Star Can.
It is already starting to appear around
the world. Star Can debuted in Vietnam
at the end of 2013, where its arrival was
integrated into festive celebrations in Flo
Chi Minh City. In other markets, the launch
may include simple on-shelf, point-of-
sale or below-the-line communications,
depending what is most relevant locally.
Many markets are expected to launch the
new packaging before the summer, in time
for the peak sales season. As Mark points
out, "This is a very good sign that this
project ticks all the right boxes." K
To find out about Star Can in your market,
connect with your iocai Heineken® contact.
Edition 1 201A World of HEINEKEN 17
