E-Malt.com News article: UK: Heineken 500ml cans get a makeover for Heineken rugby cup

Heineken's 500ml cans are being given a makeover with a new design that reflects the premium quality of the imported lager brand and reinforces the brand's association with the prestigious Heineken Cup rugby tournament, Heineken UK reported March 1.

The new cans, which are now being rolled out to the trade, incorporate a number of features and visual cues that emphasise the premium quality of Heineken and more closely align the design with the international packaging for the brand.

The new graphics include: three embossed silver bands which give the cans a ‘keg-style’ image; embossing of the Heineken name and star logo on the front and reverse of the can; greater use of silver for shelf-stand out; more emphasis on the word “IMPORTED”; and the inclusion of the Heineken Cup logo on the reverse of the can.

Information on units of alcohol per can and a “Know Your Limits” advice panel providing UK Chief Medical Officers’ recommendations on alcohol consumption levels as well as the www.drinkaware.co.uk website address are also included on the new-look cans.

Chris Duffy, Heineken UK’s Customer Marketing Controller, says: “We are aiming to establish a highly distinctive family identity across the range of Heineken pack formats in the UK portfolio and, at the same time, we are aligning them more closely with our international design template.

“The changes we are making on the 500ml cans enhance the visual appeal and the use of embossing gives the pack depth and texture which is in keeping with the superior quality of the lager.

“We have also incorporated the Heineken Cup logo, underpinning our commitment to the tournament as it enters the final stages of the 2007/08 season which culminates with the final at the Millennium Stadium in Cardiff on May 24.”

The 500ml can, which is sold primarily through the cash & carry/wholesale sector, is now in keeping with the design of the barrel-shaped 330ml ‘identity’ can and the recently rolled out 5-litre DraughtKeg.


12 March, 2008