Info
Amsterdam, The Netherlands. | Published on: April 2, 2012
Social media pitch
HEINEKEN Launches Idea Challenge for Sustainable Packaging on IdeasBrewery.com. Prizes up to $10.000. http://pr.co/p/000on2
Summary
The HEINEKEN Innovation Challenge will kick off on April 3rd 2012 at 5pm GMT, with a mini 48-hour challenge. Janne Kyttanen, Creative Director of Freedom of Creation and pioneer of 3D prototyping will be locked-up in a secret location for 48 hours. During this time, he will develop potential solutions to the challenge about sustainable beer packaging, from concept to prototype.

Watch his 48-hour creative process via live-stream on www.ideasbrewery.com.
Details

Amsterdam, 3 April 2012. Today HEINEKEN launches its brand new open innovation platform: www.ideasbrewery.com. The platform is introduced with a first idea challenge for sustainable beer packaging. Innovators from over the world are invited to share their ideas on the future of our sustainable beer packaging, the re-use or recycling of it, coming up with new packaging materials, or thinking of new ways to distribute or transport the packaging in a more sustainable manner. The best idea wins US$ 10.000. Ideas need to be submitted latest on May 8th 2012 and the winners will be announced in June 2012.

HEINEKEN believes that great ideas and innovative solutions can come from anywhere. They come from within an organization and from outside. That’s why HEINEKEN invites innovators to join its first open idea challenge. Register via www.ideasbrewery.com, and bring sustainable innovation in beer packaging!

The challenge
People are invited to share their sustainable ideas on the future of beer packaging for a chance to win US$10.000. Think of the following areas: 

  1. Re-using and re-cycling of packaging
    How can we ensure that a larger amount of beer packaging will be re-used or recycled?
  2. Discovering new packaging materials
    What kind of new material would significantly improve the lifecycle of beer packaging?
  3. Transport and logistics
    What are your ideas concerning packaging to maximize transport efficiency?

Ideas will be assessed on the following criteria: innovativeness, feasibility, and number of votes from the audience. Ideas that best meet the criteria will move to a second stage where HEINEKEN innovators will work together with participants to bring the ideas to a next level.

The challenge is open to residents of the following countries:
Austria, Brazil, Canada (excl. Quebec & Yukon), China, Germany, India, Italy, Japan, Netherlands, Spain, UK & US (excl. California).

The submission deadline is May 8th 2012 and the winner will be announced in June 2012.

48-HOUR CHALLENGE: LIVE INNOVATION WITH JANNE KYTTANEN 

The project will kick off on April 3rd 2012 at 5pm GMT, with a mini 48-hour challenge. Janne Kyttanen, Creative Director of Freedom of Creation and pioneer of 3D prototyping will be locked-up in a secret location for 48 hours. During this time, he will develop potential solutions to HEINEKEN’s Sustainability Challenge, from concept to prototype.

Watch his 48-hour creative process via live-stream on www.ideasbrewery.com, and get inspired to start your own creative journey in sustainable packaging.

Dates

April 3rd 2012 – Challenge Kick-off: 48-hour Live Innovation Challenge

May 8th 2012 – Submission deadline

June 2012 – Winner announced

Quotes
"Innovation keeps our brands part of the conversation and that is why we made it a global priority." Alexis Nasard, Chief Commercial Officer, HEINEKEN

Pictures, videos and relevant links can be found at http://pressdoc.com/p/000on2

More information about the challenge can be found at www.ideasbrewery.com.

-END –

Note to editors:

HEINEKEN is a proud, independent global brewer committed to surprise and excite consumers with its brands and products everywhere. The brand that bears the founder’s family name - Heineken® - is available in almost every country on the globe and is the world’s most valuable international premium beer brand. The Company’s aim is to be a leading brewer in each of the markets in which it operates and to have the world’s most valuable brand portfolio. HEINEKEN wants to win in all markets with Heineken® and with a full brand portfolio in markets of choice. The Company is present in over 70 countries and operates more than 140 breweries with volume of 214 million hectolitres of group beer sold. HEINEKEN is Europe’s largest brewer and the world’s second largest by revenue. HEINEKEN is committed to the responsible marketing and consumption of its more than 250 international premium, regional, local and specialty beers and ciders. These include Amstel, Birra Moretti, Cruzcampo, Desperados, Dos Equis, Foster’s, Heineken, Newcastle Brown Ale, Ochota, Primus, Sagres, Sol, Star, Strongbow, Tecate, and Zywiec. Our leading joint venture brands include Cristal, Kingfisher, Tiger and Anchor. In 2011, revenue totaled €17.1 billion and EBIT (beia) was €2.7 billion. The number of people employed is around 70,000. Heineken N.V. and Heineken Holding N.V. shares are listed on the Amsterdam stock exchange. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on the Reuter Equities 2000 Service under HEIN.AS and HEIO.AS. Most recent information is available on HEINEKEN's website: www.theHEINEKENcompany.com.

Quotes
"Innovation keeps our brands part of the conversation and that is why we made it a global priority."

— Alexis Nasard, Chief Commercial Officer, HEINEKEN
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