Heineken beer cans will incorporate the spirit of rock during the largest music event of the year: Rock in Rio. The limited edition cans will be produced by Rexam, the biggest aluminium beverage can manufacturer in South America, using the Editions technology, which allows several different label artworks to circulate at the same time.
For this campaign, Heineken will use four different artworks specially created to celebrate the music festival. Heineken will be the first beer in the world to use this technology, which was developed exclusively for the brewery by Rexam. The new cans are already available in the markets of Rio de Janeiro.