Heineken finds package designs through crowdsourcing

摘要

A recent press release from Heineken piqued my interest because it described how that firm is using a dedicated Web site called ldeasBrewery.com to leverage crowdsourcing in its approach to innovation generally and to package design in particular. So I made a few phone calls hoping to learn a little more. I wound up learning a lot more-about crowdsourcing, brand building, and innovation-thanks to interviews with Mark van Iterson, head of the Heineken Brand Design and Concept team, and Heineken Innovation Program Manager Ellen Bark-Lindhout. Arranged here in a Q&A format is the essence of those conversations. One bit of background first. The global innovation challenge currently running on ldeasBrewery.com seeks ideas on how to reinvent the beer drinking experience for those who are older than 60. Heineken describes this group as a "liberated" generation of consumers who enjoy more freedom from jobs, children, and stress and who strive more for quality of life, wellbeing, and self-development.