SiebertHead creates King Size Kaiser for Heineken

Edited by the Marketingweek Marketplace editorial team Jul 31, 2007

Leading international design consultancy SiebertHead has created the new PET bottle design for Kaiser Beer from Heineken's Bulgarian Zagorka Brewery.

SiebertHead has branded the new one litre "King Size" and has also adapted the existing Kaiser label design to fit the new shape.

The launch of the new bottle size will be supported by a strong TV campaign.

The work is part of an on-going PET packaging strategy that SiebertHead is working on with Heineken's Central and East European Division.

The new Kaiser brand was launched in 2006 to strengthen the international premium brands in Zagorka's portfolio.

In Bulgaria, Kaiser is positioned within the international Premium Segment and the quality is strongly emphasised through the exclusively designed bottle.

Tim Corvin of SiebertHead commented: "It was important to convey both visually and three dimensionally the message of quality embodied in this brand which is new to the Bulgarian market.

"To support the overall look of the new packaging we built in a tactile reinforcement of the quality message with super scale de-bossed branding around the bottle.

"The intention of the pack design is to communicate the "Kaiser of Beers", creating a bottle of stature and majesty, which when viewed in profile echoes the silhouette of an Emperor (Kaiser) in his robes.

"The distinctive bottle shape also creates a unique waist for holding the bottle, encouraging new off-premise usage occasions for example sharing with friends and family at home".