Latest news with #Heineken®Silver
Korea Herald
01-04-2025
- Business
- Korea Herald
The Smoothest Beer Creates the Smoothest Skin Cream? Heineken® Silver Blurs Boundaries with The Heineken® Smootheriser
SINGAPORE, April 1, 2025 /PRNewswire/ -- Heineken® Silver, the beer renowned for its ultra-refreshing smoothness, today unveils The Heineken® Smootheriser, a "skin-smoothing" beauty cream. Blurring the boundaries between beer and beauty, the cream draws inspiration from Heineken® Silver's crisp, easy-drinking formula, taking its smoothness beyond just beer. At a time when consumers are engaging with brands in more unexpected ways, Heineken® Silver is leaning into cultural trends, stepping beyond traditional marketing to create something playful and disruptive. Launched in Asia, this unexpected creation taps into skincare's popularity surge and the rise of self-care to engage a broader audience with something playful and disruptive. Disrupting Expectations, One Smooth Move at a Time Pushing category boundaries is in Heineken® Silver's DNA. Brewed at -1°C for a refreshingly crisp taste, the beer has always redefined smoothness. Now, in true Heineken® Silver fashion, the brand is making waves with its unconventional approach to brand engagement and sparking curiosity and conversation. What started as a joke was just too smooth not to make real. " 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?" says Nabil Nasser, Global Head of the Heineken® Brand. A Cultural Conversation in the Making While it makes its debut on April 1, The Heineken® Smootheriser is no April Fool's joke. The product actually exists, blurring the line between parody and possibility. Infused with the same quality barley and hops that give Heineken® Silver its signature crisp taste, The Heineken® Smootheriser is exquisitely packaged with a premium formulation that's designed to hydrate and nourish the skin. Over 1,000 limited-edition boxes are now available exclusively through select activations and giveaways. The Heineken® Smootheriser will launch in Taiwan region and Cambodia, coinciding with Heineken® Silver's official launch in the latter market. Fans eager to witness the exciting blend of beer and beauty can follow @heineken_tw and @heineken_kh on Instagram for more updates on The Heineken® Smootheriser. About HEINEKEN HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium and non-alcoholic beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 340 international, regional, local and specialty beers and ciders. With HEINEKEN's over 85,000 employees, we brew the joy of true togetherness to inspire a better world. Our dream is to shape the future of beer and beyond to win the hearts of consumers. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brew a Better World", sustainability is embedded in the business. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Most recent information is available on our Company's website and follow us on LinkedIn and Instagram.
Al Bawaba
31-03-2025
- Business
- Al Bawaba
WPP selected as global shopper marketing and commerce partner for Heineken®, leveraging AI-powered solutions
Amsterdam, 31 March 2025. WPP today announced that it has been selected by HEINEKEN as its global shopper marketing and commerce partner for the iconic Heineken® brand portfolio, including Heineken®, Heineken® 0.0, and Heineken® Silver. This expands WPP's relationship with HEINEKEN and underscores its leadership in delivering innovative, AI-powered marketing solutions at scale. The remit encompasses global development of below-the-line marketing activities, with a focus on creating meaningfully differentiated brand experiences across key touchpoints. A dedicated WPP team, led by VML Amsterdam, will leverage WPP Open, the company's AI-powered operating system for marketing transformation, to deliver creative end-to-end brand experience and commerce solutions. This includes working with the global Heineken team on enhancing creative in-store and in-bar brand presence, retail activations, and ecommerce strategies to drive sales and optimise the consumer journey. Additionally, the team will focus on developing integrated shopper experiences around key sponsorships, including Formula 1, the UEFA Champions League, and live music events, driving brand affinity and creating memorable shopper moments for fans. The WPP team will operate from WPP's Amsterdam Campus and will collaborate closely with the global Heineken® team to drive activations in HEINEKEN's key markets across the globe. This builds upon WPP's strong existing relationship with HEINEKEN. Ogilvy supports brands across the HEINEKEN company portfolio globally and in markets like Brazil, Spain and Mexico, while Design Bridge and Partners delivers award-winning branding and design work for HEINEKEN brands, including on the company's recent 150-year anniversary campaign. 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 makes them the right partner to increase the impact of shopper touchpoints in our marketing mix, strengthening connections with consumers and drive sustainable growth.' 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.'
