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The Bottle with a Mission

Luring tourists to the Heineken Experience, and creating unforgettable memories along the way.
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The Bottle with a Mission

Sure, we could have just made a leaflet explaining how to get to the Heineken Experience. But why make it easy on yourself, when it’s so much more fun to make it harder on yourself. And your creative technologist.

Amsterdam is the place to visit for millions of people each year. But the city offers so many landmarks that it’s easy to get lost in all the wonders. So how can Heineken Experience, the brand museum, keep up with the city’s world-famous attractions?

  • Heineken

  • Experiential

  • Alcoholic Beverages

  • Apr 2015



We turned Heineken bottles into navigation tools and placed them around Amsterdam to lure unsuspecting tourists to the Heineken Experience. The navigation bottles have a built-in compass mechanism. Once you grab the bottle, it vibrates, the cap lights up red, and swivels to point out the route to follow. The last stop on the route was a celebration at the Heineken Experience.



We documented the journeys of the unsuspecting tourists that were bold enough to pick up the bottle. We shared this documentation film online via social media channels of the Heineken Experience.


How we built the bottle

We created a 3D-printed body, to fit precisely inside the Heineken bottle and hold the sensors and motors in place. There is a gps system and a compass in the neck of the bottle and a motor in the bottom, which is moving the cap. The heart of the bottle is formed by a circuit we had custom-printed, to control all the sensors and motors.



Over 200 people embarked on an unknown journey through Amsterdam. They walked a total of 100 KM. The online film was seen over 200,000 times in just one week. The bottle with a mission received global attention in countries including The Netherlands, Germany, United Kingdom, France, Spain, Brazil, USA. Even Thailand learned about our innovation story, and of course the Heineken Experience.

“This initiative is a great representation of our approach: innovative, dynamic, surprising and always leaving you with unforgettable memories.” Dirk Lubbers, Manager Heineken Experience
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