Because What I Always Look For in a Quality Adult Beverage Is …

… an interactive bottle.

What is this I don’t even–

(Emphasis added so you can really savor the marketingspeak.)

The Heineken Ignite interactive bottle is born from Heineken’s ambition to develop an idea that would create a memorable Heineken experience unlocking the power and possibilities of mobile innovation and technology. To match our ambitions we followed an innovative project methodology developed by Tribal DDB called ‘SPARK’.  It’s an innovation process which blends inspiration, ideation and creation to produce an actual working prototype which can be tested in the  real world. The project is run like a start-up, which means collaborative ideation, rapid prototyping, multiple rounds of user testing and feedback, all under tight timings. The first 3 day workshop was held end of February in Amsterdam where the Global Heineken Digital team and Tribal DDB Amsterdam built a multidisciplinary creative team partnering with Massive Music, Contagious, the Global Heineken Design team and independent experts from a wide range of industries. Over the 3 days the team goes from a TED like inspiration workshop on day 1, to ideation and refinement of ideas during day 2 and 3.  A total of 3 fully fledged briefings were chosen, one of which gets the go-ahead for prototype development. The selected brief was based on the idea that when people ‘cheers’ with their bottles, ‘something magical’ should happen: a Heineken moment.

Oh for crying out loud it’s a light-up bottle for a crappy beer, not a #$%^&*@ artificial kidney!

Next up: integrated cell phones in bottles so you can drunk-dial old girlfriends without putting down your beer.

This is why we haven’t returned to the moon in decades: all the smart people are busy Making a Better Beer Bottle. Because, y’know, that was something we got wrong the first time.

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About Thomas L. McDonald

Thomas L. McDonald writes about technology, theology, history, games, and shiny things. Details of his rather uneventful life as a professional writer and magazine editor can be found in the About tab.

  • Tim in Cleveland

    If the bottle requires you to take off the top to drink it, it’s an “interactive bottle”.

    Makes me wonder who ideated this.

  • RoamingChile

    I just started reading your blog. I enjoy it and am encouraged by your contending for the faith.

    But this one was just fun. Made me LOL!

    Blessings, brother.

  • victor

    Yerrrrr!!! This will be so great for the clubbing! Let me rub the Preparation H all over my abdomen and then making the “cheers” with my bottle and all the club hotties to igniting the sparks! Utz! Utz! Utz! Utz!

    As Alton Brown recently remarked (yesterday on Facebook), when it comes to drinking I’m less particular about the beverage than I am about the company — and I would add — about the bottle, not at all.

  • Michael

    Next headline “Heineken responsible for increased seizure activity”.

  • marye

    “The selected brief was based on the idea that when people ‘cheers’ with their bottles, ‘something magical’ should happen.” Like at a frat party, heh . . .

    I think perhaps this “multidisciplinary creative team” was putting down cases of the product while they were innovating and ideating . . .

  • BobTanaka

    Let’s say a little prayer for the man who had to answer “What did you do at work today?” with “I made a beer bottle glow in the dark.”

    With this kind of ‘collaborative ideation,’ you’d think someone would have ideated buying a working thesaurus/dictionary.