La estrella roja es la protagonista, el tono del verde es más claro y el cuello es más largo y delgado
The Dutch brewery Heineken has taken a big step forward with the launch of its new Star bottle.The commercial starring the new bottle was created by the New York agency Wieden & Kennedy, and follows a sophisticated gentlemans quest for Heineken and attractive women in clubs around the world. The spot ends with a shot of Heinekens red star with the title Presenting the Star Bottle.”The bottle is featured but it’s part of a larger story. I just don’t think you are going to get the same kind of entertainment value or the same kind of brand presence if you have a spot where the bottle is spinning around for 60 seconds said Wieden & Kennedy Executive Creative Director Scott Vitrone.Heinekens new bottle design, featuring its emblematic red star, is also lighter green in color and has a much longer, narrower neck, described as a move to facilitate globalization of the brand. The redesign also features an “embossed thumb groove that improves grip and encourages people to hold the bottle at a lower point, keeping the beer colder” the brewer said.”We’ve done a bunch of testing on it, (and) particularly with the younger consumer, we saw tangible positive results on things like ‘modern’ and ‘progressive,” said Heineken USA Chief Marketing Officer Lesya Lysyj.The commercial was created for the U.S. market but will be available for use wherever Heineken is sold.
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4 de diciembre de 2012
Heineken USA contará con el apoyo de Wieden+Kennedy New York y Edelman