Tag: Heineken

South Korea – Heineken has teamed up with LePub Singapore to launch a bold new campaign in South Korea, introducing staff-free, self-service ‘Trust Bars’ that let football fans enjoy UEFA Champions League matches and fresh pints at any hour—even in the early morning.

Called ‘Trust Bars’, the concept offers a practical solution for dedicated UEFA Champions League fans in Korea, who often struggle to find social venues to watch matches that air around 4am or 5am local time—hours when most bars are closed due to high labour costs.

Instead of hiring late-night staff, selected bars in Seoul are opening their doors 24/7 and placing trust in fans to gather, watch matches, and serve themselves. These venues are stocked with a supply of self-service Heineken and snacks. 

At each Trust Bar, fans can order, pay, and pour their own drinks using Heineken’s self-payment terminals. Developed in partnership with LeGarage, LePub’s global innovation unit, the system is designed for easy installation and could be scaled to other markets with strong trust cultures, such as Japan and Singapore.

Security and age verification technologies are also in place to ensure that only legal-age patrons enter and are served, supporting responsible alcohol consumption.

Stephan Schwarz, executive creative director at LePub APAC, explained, “Korean football fans show incredible dedication, waking up at all hours of the night to support their favourite European teams. Trust Bars entrust our Heineken taps to passionate fans without the constraints of traditional bar hours – giving them a full match-day experience with friends. At the same time, we also relieve bar owners of late-night staffing woes. Two birds. One tap.”

Heineken and LePub designed the campaign with Seoul’s unique environment in mind, where a strong culture of self-service and social trust makes the concept viable. In Korea, it’s common to use self-service kiosks or reserve tables via smartphone, and leaving personal items unattended in public spaces is part of everyday life.

Giwoun Park, marketing director at The Heineken Company, Korea, shared, “Korea’s strong foundation of social trust makes it the perfect market in which to pioneer this concept. Trust Bars are a natural extension of the communal respect already prevalent in Korean society. As a longstanding sponsor of the UEFA Champions League, we loved the idea of uniting Korea’s trusting culture with its innovative e-commerce technology.” 

“By creating the world’s first fully automated bars, we are alleviating late-night operational costs for bar owners while giving football fans a place to cheer on their teams together,” he added.

The first 24/7 Trust Bars opened in April in Seoul’s Hongdae district, timed with the UEFA Champions League season. The launch coincides with the tournament’s semi-finals this week, leading up to the final on 31 May.

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.”

Netherlands – Heineken has appointed WPP as its global shopper marketing and commerce partner, entrusting the agency with enhancing retail and e-commerce experiences for its flagship brands, including Heineken, Heineken 0.0, and Heineken Silver.

Based at WPP’s Amsterdam Campus, the dedicated team—led by VML Amsterdam—will drive Heineken’s global below-the-line (BTL) marketing initiatives, focusing on developing distinctive and impactful brand experiences across key consumer touchpoints.

Harnessing WPP Open, the company’s AI-powered marketing transformation platform, the team will deliver cutting-edge, end-to-end brand experience and commerce solutions. This includes collaborating with Heineken’s global team to elevate in-store and in-bar brand presence, enhance retail activations, and refine e-commerce strategies to drive sales and optimise the consumer journey.

Furthermore, the team will craft integrated shopper experiences around major sponsorships, including Formula 1, the UEFA Champions League, and live music events—strengthening brand affinity and creating unforgettable moments for fans.

Rutger van der Stegen, global head of BTL Heineken Brand, said, “We were impressed by WPP’s deep capabilities in shopper marketing, including their ability to drive higher efficiencies through WPP Open, underpinned by advanced AI. In addition, WPP’s creativity and deep understanding of the Heineken® brand make them the right partner to increase the impact of shopper touchpoints in our marketing mix, strengthening connections with consumers and driving sustainable growth.”

This partnership extends WPP’s existing collaboration with HEINEKEN, adding to its work across the company’s brand portfolio. Ogilvy currently supports HEINEKEN brands globally and in key markets such as Brazil, Spain, and Mexico, while Design Bridge and Partners has contributed to branding and design efforts, including HEINEKEN’s recent 150-year anniversary campaign.

Rogier Leliveld, chief client officer for WPP in the Netherlands and WPP global client lead for HEINEKEN, said, “We could not be prouder to expand our partnership with Heineken® and leverage WPP Open’s AI capabilities to create world-class experiences for its brands.”

“Commerce and shopper experience are such important drivers of brand power and sales in this category, which makes this opportunity even more exciting. It also allows us to build on our longstanding brand strategy and design partnership with Heineken®. With the added excitement of UEFA Champions League and F1, the potential of this partnership is tremendous,” he added.

London – Heineken has extended its global media partnership with Dentsu through a new two-year contract, continuing their eight-year collaboration with the network.

Backed by a significant media investment, the extended contract will allow Dentsu to represent Heineken across 100 markets, including Mexico, Brazil, the UK, Italy, Germany, Spain, the Netherlands, South Africa, Nigeria, Vietnam, and India.

Selected as Heineken’s global media partner in 2016, Dentsu solidified its role after the 2021 media consolidation. It has since driven Heineken’s digital transformation, leveraging data and technology to make digital central to its global media strategy.

Heineken has implemented new operating models to enhance its global reach and strengthen consumer connections. Dentsu will support Heineken’s evolving consumer experience strategy in the algorithmic era and assist in launching a digital-focused media value proposition.

“We’ve enjoyed a deepening relationship with dentsu over the last several years, as HEINEKEN’s approach to global media has evolved, bringing innovation and new ideas to support our global growth,” said Olya Dyachuk, global media & data director at Heineken. 

“As the world moves into the algorithmic era, finding new ways to reach and engage consumers, drive relevance, and stand out from the pack will be critical, and we’re proud to continue our partnership with dentsu on this journey,” Dyachuk added. 

Initially focused on media support, Dentsu’s services for Heineken have expanded to include CX production and creative support, meeting the needs of Heineken’s local and regional teams worldwide.

Will Swayne, global practice president—media at Dentsu, said, “This re-commitment between dentsu and HEINEKEN will take us through to a decade-long partnership that has been marked by delivering outcomes, innovation, and collaboration between our combined teams and partners.” 

“We have always driven one another to find new areas of differentiation and distinctiveness while adapting to the seismic changes that have taken place across audiences, ultimately helping to support HEINEKEN’s global ambitions. When I talk to people about dentsu’s client promise of innovating to impact, our journey with HEINEKEN is always front of mind, and we’re looking forward to taking it to a new level,” he added.

UK – Heineken kicks off 2025 with a bold new global campaign for its non-alcoholic beer, Heineken 0.0, aimed at breaking the stigma around alcohol-free choices and championing the right to go alcohol-free without needing a reason.

Titled ‘0.0 Reasons Needed,’ Heineken’s latest campaign delivers a clear message: choosing to go alcohol-free shouldn’t require an explanation. The campaign is reinforced by a series of TVCs that humorously challenge common stereotypes, such as assuming someone is the designated driver or on a health kick.

By celebrating personal choice, the brand aims to uplift those who choose Heineken® 0.0 simply for its refreshing taste, empowering individuals to embrace moderation—whenever and however they want.

Nabil Nasser, global head of Heineken® Brand, shared, “The launch of Heineken® 0.0 in 2017 revolutionised the non-alcoholic space. A premium, high-quality brand offering a 0.0 has helped make moderation cool. It’s exciting to see this new research uncover a growing social acceptance of non-alcoholic drinks—not just accepted, but also something people see as a cool and confident choice.”

“That said, you can see there is still work to be done with the research spotlighting low and no alcohol judgement still exists, so we need to be dynamic and inventive around how we tackle these stereotypes. We’re proud of our great-tasting Heineken® 0.0 and its role in helping to remove the stigmas in this space so people can enjoy it without being judged. Perhaps someone is the designated driver, or maybe they just really fancy a refreshing Heineken® 0.0—our latest campaign shows the bottom line is, you don’t need a special reason to go alcohol-free,” Nasser further explained. 

Heineken 0.0’s new campaign is supported by a recently commissioned study with University of Oxford Professor Charles Spence, which highlights that going alcohol-free can still raise eyebrows—particularly among Gen Z.

The survey found that 21% of Gen Z in the UK, USA, Japan, Spain, and Brazil have hidden their non-alcoholic drink choices due to social pressures, with over one-third feeling pressured to drink alcohol in social settings.

Charles Spence, Professor of Experimental Psychology at the University of Oxford, explained, “Our study has uncovered some fascinating insights into evolving societal attitudes towards alcohol consumption. For many, alcohol is no longer the default in social situations—we’re seeing a shift towards more mindful consumption. Yet, in cultures where drinking alcohol is still predominantly viewed as the norm, opting out can be stigmatised. This is particularly true for Gen Zers and millennials.”

“For generations, alcohol has played a central role in the way humans socialise; therefore, dominant assumptions and stereotypes surrounding our drinking habits remain deeply ingrained in society,” Spence added. 

Heineken’s new campaign is part of the brand’s ongoing effort to expand the non-alcoholic beverage category and reshape consumer perceptions around alcohol-free choices. Beyond growing the market, Heineken seeks to ease social pressures tied to moderation and dismantle the stigma around opting out of alcohol, promoting the right to make judgement-free decisions.

Directed by Hanna Maria Hendrich and filmed in Barcelona, the TV commercials will air globally in January 2025. Heineken remains committed to promoting moderation through campaigns like “When You Drive, Never Drink” and its global sponsorship of Formula 1®.

Singapore – Heineken has teamed up with LePub Singapore to add a festive twist to the season, launching a campaign that playfully reminds everyone: “Celebrations are best when your phones take a rest.”

Titled ‘Festive Celebrations’, the campaign reinforces Heineken’s belief that the festive season is a time for meaningful reconnections—best enjoyed without the constant buzzing and dinging of our phones.

Directed by Maxime Govare and produced by Cream Paris, the campaign film follows an aunt and her nephew who, caught up in doom-scrolling, find a playful way to snap each other out of their phone-induced daze and embrace the festive moments around them.

“At a time of year when we should be winding down from work, reuniting with family and friends, and making actual, real-life connections, Heineken saw an opportunity to remind people that there is more to our social lives when we spend less time tethered to our phones. Who better than Heineken to nudge people toward refreshing their social habits and focusing on what truly matters—real-life conversations and authentic human connections? “Nalini Bhagwandin, communication manager at Heineken APAC, said. 

Stephan Schwarz, executive creative director for APAC at LePub Singapore, added, “We have all found ourselves scrolling while socialising or reaching for our devices without even realising that we’ve tuned out from the real world. We loved the idea of giving Heineken a clear role in turning festive moments into quality socialising time so that everyone can enjoy the joy of togetherness this holiday season.” 

For 150 years in 192 countries, Heineken has championed the importance of social connection. This festive campaign furthers its mission by encouraging people to trade mindless scrolling for meaningful moments.

This year’s festive campaign marks Heineken’s first Lunar New Year initiative to launch across multiple Asian markets, including China, Singapore, and Vietnam.

Netherlands – Heineken has joined forces with creative agency LePub for a new global campaign aimed at encouraging concertgoers to minimise phone use on the dance floor and fully embrace memorable moments. 

As part of this campaign, Heineken collaborated with the Silver Live Out Festival in Mexico and the Amsterdam Dance Event in the Netherlands to implement a technology that conveyed hidden messages using infrared lighting.

The hidden messages are invisible to the naked eye but appear when attendees hold up their phones to film the performance, encouraging them to cherish the moment instead of capturing it. Leveraging infrared light, the technology creates an unseen display that is visible only through the phone’s camera, requiring no additional apps or downloads.

Heineken has also made the hidden infrared technology available for artists to download and use at their live shows.

In addition, Heineken has created the ‘Boring Mode’ app to reduce smartphone distractions. This app temporarily blocks other apps, notifications, and even the camera, making their devices less engaging. 

Heineken aims to reduce technology distractions so people can enhance their nightlife experiences. With the Boring Mode app, users can simplify their smartphones by pixelating their cameras, blocking apps, and silencing constant notifications, allowing them to focus on enjoying the moment.

Nabil Nasser, global head of Heineken, commented, “Today it feels like tech always comes first, leaving the enjoyment of real life in second place. While technology grants us endless conveniences, it also comes at the cost of not being able to stop and embrace what’s happening around us.”

“At Heineken®, we want to foster moments of genuine connection to enable a more rewarding social life. When we launched The Boring Phone earlier this year, demand was huge, but only a limited number were made. So, we hope the launch of The Boring Mode helps even more people take a step back from taking photos for posting on social media and instead look around to enjoy what’s right in front of them. After all, there is more to your social life when there is less on your phone,” Nasser added. 

The campaign’s launch aligns with a rising trend among artists and DJs encouraging fans to be more present at concerts and festivals. Increasingly, Gen Z and Millennials are also found to be seeking digital disconnection to fully engage with the experiences happening around them.

Over a third (35%) of Gen Z and Millennial smartphone users in the UK, US, and Netherlands admit to checking their phones too often while socialising, and 60% believe they’d enjoy music events more if they could disconnect. Additionally, 41% find it frustrating to see a sea of phones at concerts, while 55% have prioritised recording videos over being present, even though 13% rarely watch those videos later.

Scottish DJ and producer Barry Can’t Swim said, “I’m all in favour of The Boring Phone and Boring Mode, which Heineken has created. When I heard about the new ‘anti-smart’ phone concept, it was something that struck a chord with me. With live music, of course you are more present and immersed if you are giving it your full attention rather than taking a video on your phone. And without phones, the energy is definitely different—people are more connected on the dancefloor.”

The Boring Mode launches in response to the high demand for The Boring Phone, a limited-edition Y2K-inspired flip phone created by Heineken and Boston streetwear curators, Bodega, which saw over 70,000 requests earlier this year. 

Also speaking on the campaign, Bruno Bertelli, global CEO LePub and CCO Publicis Worldwide, shared, “The essence of this tech-driven initiative is to redefine the concert experience, creating spaces with no distractions where people can authentically live the moment and immerse themselves in the magic of live music.” 

“By leveraging creativity and innovation, such as Heineken’s collaboration with Silver Live Out and ADE, we transformed phones into tools for deeper connections. Celebrating the power of music, the Boring Mode app aims to bring people together in meaningful ways and give socialising the quality it really deserves,” Bertelli further explained.

Ho Chi Minh City, Vietnam – Heineken Vietnam has launched a new campaign for its Heineken Silver by embodying the tagline “Enjoy the Smoothness,” which was inspired by a footballer’s celebration slide. The new local campaign was developed alongside LePub Singapore and Leo Burnett Vietnam. 

The “Enjoy the Smoothness” campaign works as follows–Heineken gives fans instantaneous discounts on Heineken Silver through Grab for each goal during live football games that is celebrated with a player sliding smoothly. 

To do this, LePub Singapore and Leo Burnett Vietnam created a proprietary machine learning model for the marketing campaign that integrated two data sets and used visual data analysis to determine the beginning and finish of the presentations. They also computed the distance of each player’s slide using real-time player data from the matches. The discount increases with the length of the slide. 

During the UEFA Champions League quarterfinals in Vietnam, “Enjoy the Smoothness” was introduced. More slides—as well as discounts—are planned leading up to the finals in June. 

Speaking about the campaign, Anna Bizon, marketing director at Heineken Vietnam, said, “’Enjoy the Smoothness’ kicked off with a powerful and unstoppable shot from Bernardo Silva, followed with a beautiful 1.7-meter knee slide celebration, equating to a 17% discount on Heineken® Silver. The response to this campaign has been phenomenal, with a growing number of fans celebrating goals with Heineken® Silver this football season.” 

Meanwhile, Cyril Louis, global executive creative director at LePub Singapore, stated, “In a country that’s crazy about football, we had the idea of making Heineken® Silver’s smooth taste synonymous with the smoothest knee slide celebrations, and let fans enjoy the match with a Heineken® Silver in hand – it’s an unexpected way of showcasing Heineken® Silver’s unexpected smoothness.” 

Singapore – Global brewing company Heineken has launched their latest creative campaign for Heineken Silver alongside the upcoming release of Marvel Studios’ “Deadpool & Wolverine” on July 26.

Featuring the film’s stars Ryan Reynolds (Deadpool) and Hugh Jackman (Wolverine), the campaign shows fans how Heineken Silver is the perfect bridge to help resolve the bitterness amidst the iconic feud between the two characters.

In the spot, Deadpool entices Wolverine to rise above hostility, offering to instead lay back and share a Heineken Silver rather than fight.

The campaign will include a television spot, in-store promotion, as well as digital and social media support.

In a statement, Ryan Reynolds and Hugh Jackman mentioned, “One thing that Deadpool and Wolverine can agree on is that Toad is not in anyone’s top 10 mutants. But that’s not why you’re here. The other thing we agree on is that we’re happy to be entering the MCU with Heineken Silver. Nothing gets you through the long and frequently confusing days in the multiverse like the crisp & refreshing taste of Heineken Silver.”

Talking about the campaign, Jonnie Cahill, chief marketing officer at Heineken USA, said, “We are thrilled with the opportunity to continue building our presence within the Marvel Cinematic Universe, this time through a unique collaboration that will leave MCU fans without any bitter ending. This team-up will give viewers a special opportunity to see Deadpool and Wolverine set aside their differences over a beer, which is what Heineken Silver is all about – rising above bitterness to come together over a world-class beer.”

Bruno Bertelli, global CEO LePub, CCO Publicis Worldwide, also added, “It was amazing teaming up with Heineken Silver and Marvel Studios’ ‘Deadpool & Wolverine’. The campaign’s creative plays on an unexpected outcome, showing how even the most bitter of adversaries can find common ground over an iconic beer. With ‘All The Taste, No Bitter Endings’ we brought a twist to two rivals’ behaviour. The result is a campaign that defies expectations, leans into irony and hopefully puts a smile on your face.”

Meanwhile, Holly Frank, VP of partnership management & operations for Marvel Studios titles, commented, “Heineken Silver is all about ditching bitterness, so seeing how Deadpool and Wolverine could potentially do the same in a spot made for an exciting storytelling opportunity. Plus, Heineken is giving fans more of what they want with this campaign – Deadpool & Wolverine!”

Coming as a continuation of Heineken Silver’s All The Taste, No Bitter Endings campaign, this collaboration expands on Heineken’s rich history of film integrations. Since 2021, Heineken has been building its relationship with Marvel Studios, including integrations within Marvel Studios’ “The Falcon & The Winter Soldier” as well as a Super Bowl campaign with Marvel Studios’ “Ant-Man & The Wasp: Quantumania.”

Seoul, Korea – Global brewing company Heineken has launched their latest ‘LaundroMatch’ campaign, turning 24-hour laundromats into all-night sports bars so that Korea’s most avid football fans now have a place to watch the UEFA Champions League.

To achieve this, Heineken teamed up with LePub APAC and established a partnership with WashEnjoy, one of South Korea’s laundromat franchises, setting up a place for the real hardcore fans to get together and enjoy the games. 

The idea was inspired by the realisation that Asia is home to some of the world’s most hardcore football fans who choose to wake up very early in the morning to watch games live. Specifically, it’s also difficult to watch UEFA Champions League matches together with friends in Korea because most bars are closed at this time. Home might not be the best place to cheer on teams with friends at 4am, either.

The campaign, called ‘LaundroMatch’, launched on 10-11 April with two consecutive events, when fans flocked to WashEnjoy in Seoul to watch teams compete. Additionally, four all-expense paid trips to the final UEFA Champions League 2024 match in June were also up for grabs, promising fans with a dream-come-true experience.

Until June, South Korean fans will be able to scan QR codes found at WashEnjoy laundromats nationwide to access complimentary 30-day SPOTV subscriptions, so they can enjoy the UEFA Champions League quarter and semifinals at a nearby Heineken LaundroMatch.

Talking about the campaign, Giwoun Park, marketing director at Heineken Korea, said, “Heineken believes that being a ‘real hardcore’ football fan isn’t about how you look, it’s about how you behave – anyone who wakes up at ridiculous hours to watch their team, names their pets after their icons, or wears their lucky pair of socks during matches qualifies as hardcore. We wanted to celebrate Asia’s fans who truly live and breathe the sport in a positive, sometimes quirky way. And what could be quirkier than staying up all night to watch the UEFA Champions League at a laundromat?”

Meanwhile, Cyril Louis, executive creative director at LePub APAC, added, “You may think the world’s most passionate football fans are based in Europe or Brazil, but they can actually be found in all corners of the world – cities like Seoul, where fans are crazy enough to stay up all night to cheer on their team. We had the crazy idea of using laundromats to recognize the efforts of these fans and celebrate them with Heineken. When bars are closed, now there is a place for Korea’s real hardcore fans: 24/7 laundromats, transformed by Heineken into go-to venues for enjoying match day with friends.”