Kaleidoscope: The new Heineken Can

Advertising Campaign

Heineken has unveiled its latest advertising campaign, showcasing the new Kaleidoscope can design. The campaign, created by Peek Estelle, is based on the mesmerizing kaleidoscope-effect, which not only allows the can to be viewed from all sides but also adds an artistic touch to the design. The reflective backgrounds used in the visuals enhance the metal-look of the can, creating a visually stunning experience.

The new Heineken can stands out with its minimalistic design, featuring a large aluminum area. This unique design sets it apart from other beverage cans in the market. The campaign aims to introduce the new can to various target audiences, highlighting its strengths and unique features.

The key visual of the campaign, "New Can - Kaleidoscope," is created using 3D renderings of the new can in InDesign. Each segment of the kaleidoscope is a separate InDesign document, with the iconic 5-pointed Heineken star serving as the starting point for the effect. The campaign also includes a direct mailing box, made of holographic-laminated paper and printed with UV ink, to further enhance the visual impact.

The campaign materials, including a video animation of the kaleidoscope-effect, artworks, toolkit, trade leaflet, and 3D renders, are all contained in a USB stick included in the direct mailing box. This allows Heineken Marketing Managers worldwide to introduce the new can to the public in every country, ensuring a consistent and impactful launch.

The Kaleidoscope campaign for the new Heineken can was developed in Amsterdam from August to October 2013. It has received accolades and recognition, including the prestigious Silver A' Design Award in 2014. This award recognizes the outstanding expertise and innovation demonstrated by the campaign, showcasing a remarkable level of excellence and creativity.

With its captivating design and innovative approach, the Kaleidoscope campaign for the new Heineken can is set to make a lasting impression on consumers worldwide.