Heineken Customizes for Grand Prix

Dutch brewing company Heineken, which has a global partnership with Formula 1 racing, wanted to do something special for the return of the Grand Prix to the Zandvoort circuit in the Netherlands.

Customized bottles from Heineken just for the Grand Prix.
Customized bottles from Heineken just for the Grand Prix.

So a special campaign was launched with bottles having a limited-edition series of Formula 1 labels. There are 22 labels in the collection, each one displaying the country and their race track. The labels were designed by VBAT and printed on a gravure press by Multi-Color Corp. in Helligenstadt, Germany. Due to the amount of different colors on the 22 variable flag designs it was a challenging label to print. The labels incorporate CMYK, 2 x white, and high-brilliance silver for a premium look.

The pressure-sensitive polyester label material is Multi-Color’s ThermoWash for returnable glass, a wash-off material that allows the reuse of the glass bottles.

Go here to see what another brewer is doing with packaging innovation.

“We make limited editions for platforms like UCL, Rugby, and Bond movies because they generate more excitement with consumers in both the on-premise and off-premise channels,” says Ramses Dingenouts, Senior Packaging & Identity Design Manager, Heineken International. “MCC is very cooperative and makes the most complicated jobs simple.”

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