Heineken wanted to develop an idea that would create a memorable Heineken experience unlocking the power and possibilities of mobile innovation and technology. The creative idea had to enhance the organic ways in which the product is used based on social interaction between club visitors.

Our key challenge was operating like a start-up in a big brand and a big agency environment.

The second challenge was time. From brief to public launch in 10 weeks.

We engaged Heineken in the special Spark innovation track based on start-up thinking and involving the client right from the start in all aspects from briefing to creative concept. We built a multi-disciplinary team of product designers, creative technologists and user experience designers partnering with MassiveMusic, Contagious, C10, the Global Heineken Design team and independent experts from a wide range of industries.

The prototype of the Heineken Ignite bottle had to be developed within 10 weeks of conception and launched at the Milan Design Fair, Salone Internazionale del Mobile 2013.

People loved the Ignite bottles from the moment we brought them in during the launch during at the Milan Design Week. No one needed an explanation, people immediately started playing with it, talking about it, interacting with other people and using the bottles to enhance their clubnight.

The launch was a success and provided Heineken with learnings on how the prototype would perform in a real environment amongst an audience with high standards. The concept will be optimized and Heineken are looking to roll it out in nightclubs in 7 of their top 25 markets by the end of 2013.

Heineken believes that every Heineken should be a memorable experience. With Heineken Ignite, the first interactive beer bottle, is a technologically enhanced bottle that responds to social interaction such as saying “Cheers” (touching bottles). It also reacts to personal behaviour such as drinking, and interacts with the environment by syncing the bottle to the music. This made the experience immediate, intuitive and playful for the target audience: the sophisticated club visitor.

The interactive Heineken Ignite bottle is an example of Heineken’s commitment to using pioneering technology and design to create inventive new ways to experience the product and the brand.