Heineken introduced its STR bottle in september 2010, launching it simultaneously in New York and Los Angeles. The inspiration for the bottle came from dark nightclubs, where UV lights illuminate the dance floor. When UV light hits the aluminium bottle, it reveals the hidden underlying graphic pattern of shooting stars – and the aluminium bottle keeps the beer deliciously cool.The strategy was to make a bold and impactful design statement that communicates both progressiveness and modernity, and world class quality. Towards execution the strategy was to deliver an innovative bottle in terms of material and decoration, and a full activation program to create 360 degrees night life experiences around the proposition.The core of the creative work is the aluminium bottle, with daring graphic branding and surprising hidden black light effects. The activation and communication program was constructed around the graphic identity, the black light effects and the night life context. All channels were used; packaging, merchandise and visibility items, print and outdoor, online, events, etc.The bottle landed in 60 countries in 2 years time and more than doubled in volume to over 16 million bottles a year (and still growing). This translates in millions of touchpoints and point of conversation fuelling the brand image. Heineken is leading the category in terms of innovativeness, open-minded, cosmopolitan, design driven.

Besides brand image the commercial gain is impressive. 16 million are sold yearly with profit and the bottles are a communication touchpoint of their own.The Heineken STR bottle learns that the item in itself can be a major drive in communication an activation. It can fly without heavy media support.