… an interactive bottle.
(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.