Article #15
Heineken has always generally targeted, America. Beer is an interesting product to sell because it appeals to mostly everyone. However, an untapped market has not been reached yet and that is the club culture. Their new interactive bottle uses micro sensors and wireless technology to interact with drinkers around the country. The LED bottle reacts when people cheers or even touch bottles. What's even more interesting is that the bottles can be synchronized with the music playing at a club! It has been gaining momentum in Japan but might take some time catching onto America. The Heineken Ignite speaks for itself and the advertisements include much more stimulating visuals rather than explanation.
http://www.adweek.com/adfreak/interactive-heineken-beer-bottle-does-everything-drink-itself-148618
I think it's very interesting how Heineken decided to target the club scene. It makes sense that they aren't on top in that market but it also leaves a wise opening for them to discover and discern what will help them strive there. I wonder how the LED bottle will be perceived in America.
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