Too much $$ + too much weed = Seriously?

In the town where every day is 4/20, comes an idea that can only have sprung from smoking too many blunts at Amsterdam's Tribal DDB office.  It's the Heineken Ignite interactive bottle.  I can just see the "ideation" process… "Dude, pass the Doritos… you know what would be really cool?  A flashing beer bottle."  After a five second delay, there's a collective gasp followed by the unanimous "Duuude, that totally rocks."

Here's how it works:

The bottle is activated by two people ‘cheersing’, sending a bright flash of light up through the green glass. When you drink, the LEDs spin faster and faster and when you put the bottle down on a surface it goes to ‘sleep’ and ‘breathe’. But best of all, at certain moments during the night we can communicate with the bottles and sync the LEDs to the beat, so we can create epic Heineken moments when the DJ, laser show, club lights and bottles all come together to form a club experience that people are part of.  With the Heineken Ignite bottle, we have created the first social bottle, which blends human behavior and communication, club environment and interaction together with the iconic green Heineken bottle for a unique experience.

Me, I couldn't care less that my beer bottle has lights on it—especially if I have to pay more for it.  Sure, it might be kinda' cool after three or four, and the club scene hipsters will all want to be the first to get one, but it seems likely that all it will do is goose in sales for a few weeks. 

There are a few drawbacks I can think of with this novelty item.  The article mentions that the guts of the thing need be installed just before serving because the fridge plays havoc with the battery. This means that bartenders across the world will now not only have to serve beer, but they will have to assemble them, too.  Yup, that will be popular after a month.  I also like the use of the word "havoc."  If by havoc you mean it kills the battery, OK, that would be havoc.  It's the same kind of "havoc" that plagues the idiots who own electric cars when the temperatures drops below 50 degrees.

Aside from the awesomeness of the blending of "human behavior and communication, club environment and interaction together with the iconic green Heineken bottle for a unique experience," I can imagine the dance floor when the DJ sets all the Heineken bottles to flashing and it triggers photosensitive epilepsy in a number of patrons.  Probably not the epic Heineken moment it was after.