a gentleman’s guide to arriving
A new Star Bottle, and corresponding global marketing campaign, to cement Heineken’s premium standing.
heralding a new beginning
Heineken Arrival is a content platform that was built in partnership with UrbanDaddy to promote the global launch of Heineken’s Star Bottle.
The new bottle was the first change to the design in decades, and marked an important step in the globalization of the brand. The company’s growth had resulted in hundreds of different types of bottles across the world, and Heineken decided it was time to develop a global standard.
We built a sophisticated digital platform to communicate this new direction to the brand’s millennial and multicultural customer base.
guide to the
The site was titled ‘A Gentleman’s Guide on How to Arrive’ and featured a slick four-volume encyclopedia on the etiquette of the stylish arrival, packaged under an old-school - chapters and table of contents - approach. Every aspect of how to make a grand first impression was covered, from deciphering dress codes and understanding what your facial hair says about you through to how to throw a dinner party and what to pack for a last-minute weekend adventure.
Sweepstakes and event invitations supplemented the content, along with exclusive perks for UrbanDaddy members.
a holistic design platform
The new Star Bottle design signaled a more contemporary, premium direction for Heineken. We built their campaign platform using the latest in responsive design, to ensure compatibility across all device types, and geolocation features were incorporated so that location-specific content could be tied to specific cities across the US.
The platform was the central hub of a 360 marketing and sales plan that included TV, OOH media support, retail and on-premise programming and extensive event activation.