Heineken Silver skincare cream: Joke or no joke?

Heineken Silver, the brand's healthier alternative, has launched a limited-edition skincare cream that aims to blur the lines between beer and beauty. In collaboration with creative agency LePub Singapore, the "smootheriser" cream draws inspirations from Heineken Silver's crisp and easy-drinking formula. 

Launched in Taiwan and Cambodia, the unexpected creation taps into skincare’s popularity surge and the rise of self-care to engage a broader audience with something playful and disruptive. 

At a time when consumers are engaging with brands in more unexpected ways, Heineken Silver is leaning into cultural trends, stepping beyond traditional marketing, Heineken said in a statement. 

Despite its debut on April Fool's Day, the "smootheriser" is no joke. Infused with the same quality barley and hops that give Heineken Silver its taste, the skin cream is packaged with a formulation that is designed to hydrate and nourish the skin. Over 1000 limited-edition boxes are now available exclusively through select activations and giveaways.

Don't miss: Heineken extends global media partnership with dentsu 

At the heart of the campaign launch, Heineken released a 15-second ad, highlighting the beer brand's connection with skincare through a cinematic edit of the "smootheriser". 

Nabil Nasser, global head of Heineken said, "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." 

In tandem, Stephan Schwarz, executive creative director at LePub Singapore said, “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.”

Heineken's newest campaign follows the appointment of WPP 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.

Join us this coming 23 - 24 April for #Content360, a two-day extravaganza centered around three core thematic pillars: Challenging The Norm; Technology For Transformation; and Unlocking Imagination. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

Related articles:  
Heineken 0.0 destigmatises being alcohol-free in new global campaign  
Heineken hides messages at music events globally to minimise phone usage  
Faye Wee steps down from Heineken after 13 years