Less filling. Tastes great. Looks great.
Monday, November 6th, 2006By: Allen Adamson
Welcome to Heineken’s “newest work of art.” Heineken Premium Light. While some would consider the “art” to be the clean, refreshing brew inside, I’m referring to the art on the outside. The bottle, that is, with its clean, refreshing label. It’s branding artistry at its best. In fact, it’s a powerful expression of everything the Heineken brand stands for. The premium quality you’d expect. And, the way only Heineken would convey the uniqueness of its low-carb, great tasting new product.
The bottle transcends category norms, from its non-traditional vertical typeface to the translucent pressure sensitive labeling material. For a beer whose roots go back to 1864, Heineken is pretty cool. It’s new Premium Light is cool. The packaging, cooler still. See Eyes on Creativity for another review of the label, or lack thereof.
Heineken may say “Succumb to the smooth.” I’d suggest succumb to the power of the packaging might be an equally worthy claim.