Heineken is the world’s leading premium beer brand, available in all but five countries on the planet. Its progressive DNA and iconic brand identity provide an ongoing creative challenge: staying true to the brand personality, designing exciting statements around a product that never changes and appealing to all cultures of the world. And all of this in the context of a conventional category dominated by heritage.
Together with the Heineken concept & design team and DDB Tribal, REGGS created Heineken® Ignite, the world’s first interactive beer bottle. Activated by the beat of a DJ, reacting to a cheers, pulsating with each sip and the rhythm of the beat – much to club visitors’ surprise.
The challenge: create a stand-alone, functional, smart, low-cost interactive bottle. Fitting the premium Heineken® brand and world famous green bottle and aluminium club bottle. Leading to the most innovative and memorable beer experience, enhancing atmosphere and energy at parties and in clubs. Ignite is now a real global premium, cost effective and igniting roughly 100,000 party people all over the planet.
Through smart designing and engineering the Ignite fits all types of Heineken® bottles with a flexible silicone band. It even operates with the Aluminium club bottle when you turn the product. The light system recognizes the orientation and switches to surface mode for non-translucent bottles.
Read this article in Product magazine about REGGS winning the packaging award 2016 (Dutch): Download PDF