Why Your Heineken Bottle Now Has A Long Neck

Brewers Use Packaging Updates in Latest Marketing Ploy

By: E.J. Schultz Published: March 08, 2013

Heineken is putting something new in the hands of its Man of the World: an updated bottle.

The leading man in the ongoing “Open Your World” campaign will this year will tout the “star bottle” as part of a national rollout of the brand’s first major U.S. package redesign since 1946. The update, which Ad Age reported last year, replaces the brand’s familiar short necks for long ones in a move that Heineken USA calls a “huge step forward in the globalization of the brand.”

Check out the full Ad Age article here!

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