In 2016 Heineken announced its Global Partnership with Formula 1®. Heineken is the F1 title partner of three Formula 1 Grands Prix (China, Italy and Mexico) and is the exclusive Global Beer Partner.
It has recently been announced, due to Heineken’s sponsorship role that, after 35 years, the Grand Prix will return to Zandvoort in the Netherlands. Heineken have embraced this news and have brought the excitement to the Netherlands early by customising their bottles with limited edition, Formula 1 labels.
“We make Limited Editions for platforms like UCL, Rugby, Formula 1, Bond movies and festive labels so we get more excitement for our consumers in the Off- and On Premise channels. ” Ramses Dingenouts, Senior Packaging & Identity Design Manager, Heineken International.
There are 22 labels in the collection, each one displays the country and their race track. Designed by VBAT and printed by Multi-Color in Heilbad Heiligenstadt, Germany.
Due to the amount of different colours on the 22 variable flag designs it was a challenging label to print. The labels incorporate CMYK colours, 2 x white and high brilliance silver for a premium look. Ramses Dingenouts comments: “MCC is very cooperative and make the most complicated jobs simple. This project had impossibilities from a design point of view but MCC always make it happen.”
The Pressure Sensitive, returnable labels are printed on MCC’s wash off material allowing the Heineken bottles to be rebranded for every use. Offering the same graphic and performance benefits of traditional, single use pressure sensitive labels, Thermowash® labels easily detach from bottles. Richard Gilliatt, Technical Director MCC explains
“Labels are engineered especially for returnable glass. The technology is designed to be complimentary to the traditional paper wash off labels, requiring no changes to the majority of bottle washing machines. Brand owners can enjoy all of the aesthetic and design benefits of clear film pressure sensitive labels. Thermowash technology also allows brand owners to run label promotions for limited time periods without requiring any changes to the bottle.”