Overcoming the hard first “Hi!” by inviting to new conversations just by flipping down the label on the bottle.

BRIEF Leverage a beverage icon as a catalyst for connection. Create a brand experience that makes fresh connections through both a physical and a digital experience.

PROBLEM When going out it can be hard knowing who is open for interaction, conversation and new connections. You might know the feeling of going out and wanting to approach the neighbor table, but you are just not sure if they are interested.

INSIGHT It’s much easier to reach out to people, if you know they want to be approached.

SOLUTION Taking the first step for connections can be nerve-racking for some, especially those who grew up to be young adults during covid and social distancing. Therefore, Heineken is introducing a new design feature that makes the bottle work as a catalyst for connection. By simply pulling down the label on your bottle, you show that you are open to conversation and fresh connections. This makes it much easier to take the first step of approaching another group or person.

Furthermore, when you flip down the label, the backside reveals a QR code. When you scan this, you automatically upload your location to an interactive map. On this map, you can also see where others who have ‘flipped to connect’ are located. So even though you might not see other bottles with bright green labels, it is easy to see which place or bar to go to next if you are looking to spark a fresh connection.