Heineken Launches Festival-Inspired Music Edition

This summer Heineken will support the two biggest festivals for electronic music as well as more than 20 other music events across Serbia.

According to Heineken the aim is to delight all music fans and consumers and to create a distinctive experience for them. Therefore they are introducing a special edition packaging dedicated to the Serbian market.

Music Unites

To reach out to the younger target group Heineken created two special designs devoted to the Lovefest & EXIT festivals. At both events an international audience comes together each year to celebrate unity, good vibes and their shared passion for electronic music.

This promotion emphasises the strong connection of Heineken with both festivals and offers special experiences for music lovers. With this innovation all music fans and clubbers in Serbia have the opportunity to engage in digital activations before and during the festival period, including competitions and social media interaction.

To integrate the events into the packaging the famous red star was composed of words from the music world topped off with the event name in the middle. Trusted long-term supplier for many Heineken subsidiaries around the globe, CCL Label was chosen to produce the bottle decoration.

Festival-Proof Labels

The self-adhesive labels guarantee perfect appearance from application to return – even when exposed to harsh festival conditions. While paper labels would crinkle or detach from chilled bottles in hot summer weather due to condensation this construction stays unaffected. Even a dip in the swimming pool would not do any harm.

In addition to their durability the labels are enhanced with CCL’s well-proven WashOff technology. After return to the brewery the labels will be removed during the standard bottle washing process.