In the 1960’s Heineken briefly introduced the “Heineken World Bottle” (or WOBO), after “Freddy: Heineken – the CEO at the time visited the island of Curacao, and was bothered by the mass amounts of trash, including his own bottles, that littered the island. His solution? Make a beer bottle that could serve as a brick when it’s finished. The design never made it to market – but in a new, socially conscious society the time may be right for this design to be re-introduced into the marketplace.