Dutch beer giant Heineken recently launched an online innovation platform called Heineken Ideas Brewery. The focus of the challenge will is to come up with new ideas for sustainable beer packaging.

Criteria for the challenge are:

1) How can we ensure that a larger amount of beer packaging will be re-used or recycled?

2) What kind of new material would significantly improve the lifecycle of beer packaging?

3) What are your ideas concerning packaging to maximize transport efficiency?

I believe this bottle challenge is a fantastic decision for Heineken in terms of benefiting the environments as well as meeting the criteria for being sustainable marketing. The main goal for the challenge is designed to motivate Heineken consumers to return and recycle bottles, by doing so, the return rate of bottles/cans can have a positive impact on the environment while reducing a vase amount of waste. The campaign of the sustainability could bring a positive image to the company, more recognition and positive feedback from the consumers.