The Heineken® Smootheriser

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.

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, 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.”

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 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