Heineken is changing its bottle, the first retool of the brand's packaging in the U.S. since 1946, writes E.J. Schultz. The longer-neck bottles are part of the globalization of the brand, executives say, and will be pitched as a part of a larger Wieden+Kennedy-created "open your world" campaign. Heineken says the bottle with a thumb groove has been tested, and "particularly with the younger consumer, we saw tangible positive results on things like 'modern' and 'progressive,' " says Heineken USA Chief Marketing Officer Lesya Lysyj.

Related Summaries