Heineken Silver expands beyond beer to launch The Heineken Smootheriser skin cream
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 it 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.
Pushing category boundaries is in Heineken Silver’s DNA. Brewed at -1°C for a refreshingly crisp taste, in true Heineken Silver fashion the brand is making waves with its unconventional approach to brand engagement and sparking curiosity and conversation.
“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.
Stephan Schwarz, Executive Creative Director at LePub Singapore, adds: “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.”
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 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.
Credits
Client: HEINEKEN® GLOBAL
Head of Global Heineken® and Premium Brands: Nabil Nasser
Heineken® Global Strategy and Communication Director: Daniela Iebba
Heineken® Global Communication Manager: Nalini Bhagwandin
Heineken® Global Head of Brand and Consumer PR: Jonathan O’Lone
Heineken® Global Brand PR and Communication Lead: Joseph Brophy
Heineken® Regional Global Brands Director: Agnieszka Gorecki
Heineken® Global Digital Development Manager: Pearly Lim
Heineken® Commercial Development Manager: Keshini Subasinghe
HEINEKEN® CAMBODIA
Heineken® Cambodia International Portfolio Manager: Pankaj Patel
Heineken® Cambodia Heineken Comm Lead: Imogen Bell
Heineken® Cambodia Heineken Silver Launch Lead: Kimbouy Kong
HEINEKEN® TAIWAN
Heineken® Taiwan Marketing Director: Mark Lu
Heineken® Taiwan Marketing Manager: Wei Ma
Heineken® Taiwan Brand Manager: Roxanne Wu
Heineken® Taiwan Brand Manager: Jerry Lin
Heineken® Taiwan Corporate Affairs Director: Rebecca Kuo
Heineken® Taiwan Corporate Affairs, Sustainability and Communication Manager: Tiffany Chou
HEINEKEN® THAILAND
Heineken® Thailand Brand Manager: Pemanee Damrasmongkonsakul
Heineken® Thailand Senior Media & Digital Manager: Thanlaphol Nipatarangkul
Heineken® Thailand Deputy Managing Director: Prin Malakul
Heineken® Thailand Legal Counsel Specialist: Paranee Sansuvarn
Heineken® Thailand Head of Corporate Affairs: Sompon Sinklang
Agency: LePub
LePub, Global CEO LePub, CCO LePub Worldwide: Bruno Bertelli
LePub, Global Chief Creative Officer: Cristiana Boccassini
LePub APAC, Regional Executive Creative Director: Stephan Schwarz
LePub APAC, Regional Executive Creative Director: Cyril Louis
LePub, Global Head of PR and Communications: Isabella Cecconi
LePub APAC, Creative Director: Bruno Andrade
LePub APAC, Creative Director: Henrique Lamenha
LePub APAC, Creative Director: Etienne Lesourd
LePub APAC, Associate Creative Director: Diego Barboza
LePub APAC, General Manager: Hanh Kanssen
LePub APAC, Client Services Director – Global Client: Francesca Babet
LePub APAC, Group Account Director: Alicia Tiong
LePub APAC, Account Director: Vanessa Liu
LePub APAC, Senior Project Manager: Farhan Wahab
LePub APAC, Account Manager: Chua Xin Ying
LePub, Business Director: Francesca Baldrighi
LePub, Creative Public Relation Lead: Barbara Messer
LePub, Senior Digital PR Manager: Federica Fiorentino
LePub APAC, Culture Strategy Lead APAC: Belynda Sim
LePub, Groupe Strategy Director: James Moore
LePub APAC, Senior Integrated Producer: Anita Toh
Public Relations: DeVries Global, Singapore
Group Managing Director: Rafidah Rashid
Director: Manna Talib
Senior Manager: Gloria Tham
Senior Consultant: Cherry Tan
Associate: Chanikarn Ousangdikul
Production: SOLDATS
Directors: CJB
DOP: Pierre Edelman
CEO, Executive Producer: Pierre Cazenave-Kaufman
Executive Producer: Perrine Schwartz
Line Producer: Anthony Saoudi
Food Stylist: Florence Elderman
Post-House: 1to1 Paris
Post-Producers: Ulyssia Marchais & Gregoire Giral
Post-Production Assistant: Claire Bacconnier
3D Studio: Ravages
Additional 3D Artist: Alexis Moussard
VFX 2D: Rémi Muzzupapa
Sound Design: Romain Baronnet
Sound: Neon Sound
Audio Engineer and Sound Design: Edmund Wee
Producer: Terence Chan
Photography: HOLLYMACARONI.COM
Director of Photography: Stuart Chen
Camera and Lighting Assist: Darren Matthias
Product Production
Moisturiser Developer: Winston Yang, Luseg Beauty
Sofeast Ltd – Container: Fabien Gaussorgues
Sofeast Ltd – Container: Nancy Nan
Dongguan WisePack Packaging CO., LTD – Packaging: Geoffrey Deleplanque
