Heineken Puts the Spotlight on New Beer Bottles
The bottle was inspired by dark nightclubs that have black lights to light up the dance floor. With light shining through the new Heineken bottle, it suddenly illuminates and reveals hidden stars and other squiggly designs. Drinking a Heineken never looked so cool.
Implications - Anytime a company needs a short burst of media coverage or brand excitement, they would be wise to introduce limited time, special edition packaging. By wowing consumers and the media with their new designs, the company can use the attention to advertise new products or renew interest in old ones.