Heineken Nigeria 192 Bottles

Agency: VBAT
Design Director: Peter Eisen
Brand Director: Elseline Ploem
Sr Packaging & Identity Design Manager: Ramses Dingenouts
Project Type: Produced, Commercial Work
Client: Heineken Global Design
Location: Amsterdam, The Netherlands
Packaging Contents: Beer
Packaging Substrate / Materials: Glass
Printing Process: Gravure

Heineken is the leading international premium beer brand in Nigeria. Known locally as ‘the chairman of beers’, Nigerians clearly perceive Heineken as best of class. For middle to upper class Nigerian males, Heineken represent aspiration. Youthful, sociable and ambitious, they consider themselves global citizens, and it’s incredibly important that their worldliness is recognised by their peers.

The World Edition bottles were created to reinforce their worldliness. Using the global spectacle of the 2018 World Cup, we unveiled 192 limited-edition bottles. We actually put a number to worldliness – 192, which is the number of countries Heineken is sold in.

Working with 20 designers in 31 days, the campaign featured 192 uniquely designed bottles, one for each country. Each bottle played into a local iconic culture, lifestyle and imagery.

Partnering with Shazam, we integrated a visual recognition feature, turning each bottle into a creative global portal and linking Nigerians to short videos and social games to see who could ‘unlock’ the most bottles. Most importantly, the campaign reinforced the worldliness of our key consumer group by connecting them to the rest of the world.

During its 10-week duration, the ‘192 countries’ campaign generated over 1 billion social media impressions.

What’s Unique?
In partnership with Shazam, we designed each bottle with a Shazam code which, when scanned, unlocked country-specific content. This was an incredible success and reinforced the worldliness of the Heineken brand. The campaign was exclusively launched in Nigeria.