More curious than where I saw the ad touting the streamlined bottle was the content and intent of the ad, which tries to convince beer-drinkers that the shape of the bottle is a worthwhile reason to give up other imported brews and come back to Heineken.

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Plus, the shape of a bottle doesn't lend itself to tight, orderly packing on a large scale.

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From my branding perspective, I find it odd that Heineken has chosen to make the shape of its bottle the centerpiece of its new communications strategy.

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Beyond the proprietary shape of the bottle, the Kraft team knew it had to come up with a name that signaled the intrinsic nature of the new brand.

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The bottle is a direct copy from the archives, with an inverted cone-shape base and a taller-than-average brush handle.

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