The push is targeted at city dwellers and aims to get consumers to break out of their local neighbourhood and explore new nightlife hotspots.
Each of the new-look bottles will carry the name of ones of what the brewer believes are the six most progressive cities in the world – Amsterdam, Berlin, London, New York, Rio De Janeiro and Shanghai, and they will replace all 33cl Heineken bottles around the world for a limited time from this month.
A bottle-cap competition will give consumers the chance to win a range of prizes including 72-hour city breaks.
The Open Your City campaign will run for the next six months and is backed by TV, outdoor and press ads, sponsorship, digital and traditional PR.
Heineken off-trade category and trade manager Craig Clarkson said: “We constantly strive to engage consumers with the Heineken brand to enable our trade customers to grow their business.
“By launching the Greatest City Adventures competition through this purpose-built packaging we are encouraging consumers to truly experience the city they live in.
“We want to challenge people with new and unexpected experiences in a city they feel they know inside out. Retailers should take advantage of the increased interest in the Open Your World campaign and stock up their shelves for incremental sales.”