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Heineken's 1963 WOBO Bottle-Brick Experiment Never Made It to Market

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In 1963, Heineken produced 50,000 specially designed rectangular beer bottles intended to double as building bricks after use. The bottles, known as WOBOs, were conceived to tackle two problems simultaneously: reducing bottle waste and addressing a shortage of affordable building materials. A small structure was successfully built using the prototype bottles in 1965, demonstrating the concept's feasibility. However, the project never reached commercial scale due to high production costs, design limitations, and consumers' preference for conventional bottle shapes.

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