The new can package will be available in 12-oz. and 16-oz. sizes beginning in February and 24-oz. size in summer 2011. A new 3X4 suitcase format replaces the 2X6 fridge pack and makes it easier to stack and display at retail.
Heineken's "upscale" new look elevates the overall appeal of the package and reinforces the high quality and great brewing tradition of the nation's premier beer importer, the company said.
"The new package features a stylish design and sensory elements that give the can a contemporary feel and refreshing appearance. The first-to-market ink technology creates a unique texture that is immediately noticeable and creates a more enjoyable drinking experience for our consumers through the sense of touch. The new design stands out better on shelf, in the cold box and on display," said Filip Wouters, vice president of marketing for Heineken.
Consumer benchmark research conducted by Heineken in 2010 demonstrated that the new can package is perceived as unique and sophisticated, the company said, and it has an overall positive effect on the quality and equity perception of the brand (Perception Research Services, Packaging Benchmark Study, January 2010).
Heineken will support the national launch of its new can package with advertising including print and 30-second digital executions. Additionally, merchandising and point of sale (POS) including can dispenser units, price cards, cooler decals and door handles, tuck cards and case stackers will also be available. The support materials will feature a special printing technique that creates a complementary 3D look and communicates the "Feel the New Can. Taste the Exceptional Quality" brand message.
Added Wouters: "A key part of brand Heineken's success throughout time has been its drive towards innovation. We will support this new can with several million dollars of dedicated, above-the-line support to secure our innovative leadership position in the import can segment."
White Plains, N.Y.-based Heineken USA Inc. is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale and Buckler nonalcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico.
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