Launched alongside the print advertising push, the Thuis-fles (Home Bottle) was an industrial design marvel for its time. Heineken completely redesigned the classic brown glass bottle, shortening the neck and flattening the profile to create a compact, sturdy shape nicknamed the "Steinie" or "Apollinaris" style.The advertisements created for this rollout explicitly targeted home usability. They featured headlines highlighting how the new, shorter bottles could seamlessly sit on standard domestic refrigerator shelves without knocking over milk cartons.To complete the home ecosystem, Heineken introduced the first lightweight, corrugated cardboard multi-packs (the precursor to the modern 6-pack) and smaller plastic crates that replaced the splintering, heavy wooden pub boxes. It was the physical key that unlocked the grocery store boom.