GPS-Bottles Lead the Curious to the Heineken Promised Land
Heineken teams up with JWT Amsterdam to attract more visitors to their brewery
Heineken’s Bottle With a Mission campaign lures unsuspecting Amsterdam residents and tourists to their brewery in a certainly novel manner.
This campaign, created by JWT Amsterdam, involved the creation of custom-made Heineken bottles which had integrated in them a GPS system designed to lead people who picked them up back to the Heineken Experience brewery. The bottles, placed randomly throughout the city, would activate and vibrate once picked up thanks to an accelerometer. The cap would then light up and start swiveling to point the way to the promised land, like a beer version of the Star of Bethlehem.