Packaging with Pizazz; Transforming Cellulose Into Amylose

Packaging with true pizazz
Marketers are continually looking for ways to keep their brands relevant to consumers’ changing lifestyles. For Heineken, the brewer was looking to create a memorable beer-drinking experience using mobile innovation and technology that marries product and packaging (iconic green glass bottle) with its social environment, such as a bar or music club.

Called Heineken Ignite, the project relied upon the “Spark” process developed by Tribal DDB, a global ne…