Few images in beer are as iconic as the stub-like green Heineken bottle. Now, on the cusp of a new advertising campaign that includes a prominent placement in the upcoming new James Bond movie, Heineken is changing the shape of their bottles. But purists will be happy to hear that they are sticking with their patented green color.
The new Heineken bottles will be taller, and closer in appearance to other bottles on the market. And, somewhat surprisingly, consumers are responding positively to the new shape – so maybe Heineken’s ambitious rebranding campaign will turn out to be a success.