Heineken revisits the past with 'The Retro Phone'

Heineken and Bodega Collaborate on The Boring Phone

Heineken and streetwear retailer Bodega have come together to introduce The Boring Phone, a special "dumb phone" that does not have internet access. The main goal behind this unique product and its accompanying campaign is to inspire people to cut down on their screen time and prioritize building real connections with others.

Today at Milan Design Week, the Boring Phone was unveiled to the public. If you can't snag one of the limited 5,000 units being released, don't worry. An app will be available in June that can restrict your phone to just making calls and sending texts.

The design of the Boring Phone features a see-through case with wiring reminiscent of Heineken's iconic colors. It was created after research showed the struggles young adults face in disconnecting from their smartphones. A survey sponsored by Heineken revealed that 90% of Gen Z and millennials in the U.K. and U.S. tend to mindlessly scroll through social media while socializing.

New Collaboration: Heineken x Bodega

Heineken is teaming up with Bodega to promote a theme of connectivity through their latest collaboration. The "Boring Phone" is designed to inspire consumers to disconnect from technology and reconnect with each other in a stylish and nostalgic way. With one week of standby time and 20 hours of talk time, this phone will be distributed to partygoers globally.

The campaign features short 15-second ads where people choose to put down their smartphones and embrace the present moment. Whether it's dancing at a concert or striking up conversations in a bar with a bottle of Heineken, the ads highlight the simplicity of The Boring Phone without features like maps and social media.

The campaign drew inspiration from a survey of 4,000 Gen Z and millennial smartphone users. The survey revealed that these consumers check their phones an average of seven times when out, with 62% checking social media when with others. Some admitted to also checking work emails (36%) and playing games (30%). However, many expressed a desire to break away from this behavior, with 37% feeling they check their phones too often and 32% wanting to switch off during a night out. Interestingly, 22% already turn their phone off or leave it at home, while 38% would consider doing so.

The campaign was developed in collaboration with LePub, a part of Publicis Groupe. Support was also provided by PR agency The Romans and media agency Dentsu Redstar. Phones for the campaign were produced by Human Mobile Devices.

The campaign taps into the rising nostalgia for the Y2K era, a time when smartphones were not as dominant in people's daily lives. It also highlights Heineken's values of disconnecting from technology and enjoying the present moment. This is not the first time the beer brand has explored the theme of anti-tech innovation: in 2022, they launched a bottle opener that disabled work-related apps.

Editor's P/S:

The collaboration between Heineken and Bodega on The Boring Phone is a thought-provoking initiative that addresses the growing concern over smartphone addiction. The survey findings highlight the extent to which young adults struggle to disconnect from their devices, even in social situations. The Boring Phone, with its limited functionality, serves as a reminder of the importance of real-world interactions and the joy of being present in the moment.

Heineken's commitment to promoting connectivity through anti-tech innovation underscores the brand's understanding of its consumers' evolving needs. The Boring Phone campaign taps into the nostalgia for a time when technology did not dominate our lives, offering a refreshing alternative to the constant bombardment of digital stimuli. By encouraging people to put down their smartphones and engage with their surroundings, Heineken is fostering a sense of community and shared experiences that is essential for well-being and meaningful connections.