New look highlights rugby sponsorship

Heineken’s 500ml cans are being given a makeover with a new design intended to reflect the premium quality of the brand and to reinforce its association with the Heineken Cup rugby tournament.

Chris Duffy, Heineken UK’s customer marketing controller, said: “We are aiming to establish a highly distinctive family identity across the range of Heineken pack formats in the UK portfolio and, at the same time, we are aligning them more closely with our international design template. The changes we are making on the 500ml cans enhance the visual appeal and the use of embossing gives the pack depth and texture which is in keeping with the superior quality of the lager.

“We have also incorporated the Heineken Cup logo, underpinning our commitment to the tournament as it enters the final stages of the 2007/08 season which culminates with the final at the Millennium Stadium in Cardiff on May 24.”

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