Singapore – Brewing company Heineken has launched a beauty cream inspired by its Heineken Silver beer in collaboration with creative agency LePub Singapore.
Making its debut on April 1, the limited-edition Heineken ‘Smootheriser’ launch incorporates humour, drawing inspiration from the smooth Heineken Silver. From beer, Heineken is taking its crisp and smooth formula to a beauty cream.
With its playful strategy, Heineken is hopping onto cultural trends, leveraging consumers’ preferences to engage with brands in unconventional ways. It aims to spark curiosity and conversation amongst consumers.
Moreover, its launch in Asia is tapping into the rising popularity of skincare and self-care in the market to engage more audiences.
“The Heineken Smootheriser is not just about jumping on the latest trends. It’s about Heineken’s move to blend humour, innovation and cultural relevance to create a memorable crossover that gets people talking whether they’re into beer, skincare, or both. After all, when something is as smooth as Heineken Silver, why stop at beer?” Nabil Nasser, global head of the Heineken Brand, said.
Stephan Schwarz, executive creative director at LePub Singapore, commented, “Heineken Silver is so velvety that we just had to take it beyond the pint, bottling that sensation in the most unexpected way to create something you can actually touch and experience. Barley and hops never felt so good.”
