New bottles for Heineken celebrate cities

01-Sep-2014 - Last updated on 02-Sep-2014 at 08:22 GMT

London, New York and Rio De Janeiro will feature on new Heineken bottles from this month, as part of the brand’s Open Your City campaign.

This latest phase in the global campaign will see two billion of the bottles distributed across the world, replacing the standard 330ml bottles for a limited period.

“The new Heineken City Edition bottles are part of the Open Your City campaign, which is designed to encourage consumers to break out of their local neighbourhoods and explore new nightlife hotspots and experience all that the wider city has to offer,” explained on-trade category and trade marketing director Andrew Turner.

The campaign runs for the next six months and will feature TV ads, national outdoor and press posters, sponsorship and online activity.

“This presents a fantastic opportunity for licensees to harness the pulling power of a popular brand to drive sales ahead of the festive period,” Turner added.

Last month the brewer unveiled limited edition packaging to celebrate the 350th anniversary of its Kronenbourg brand.