AdminHeineken® is inviting Malaysians to swap their frustrations for refreshment through AghPay, a new playful activation that turns every “Agh!” into an “Ahhh” moment. The campaign introduces interactive mechanics across select bars and online, offering consumers exclusive rewards while showcasing the brand’s iconic brewing craft.
At the heart of the campaign is the AghTM machine – a voice-powered, ATM-inspired installation where consumers “deposit” their loudest “Agh!” to unlock their first sip “Ahhh” and instantly claim exclusive prizes. For those unable to join in person, Digital AghPay offers an online version on the Heineken® website, where participants can convert their “Agh” into rewards, including discounts of up to RM15 for perfect scores on Shopee purchases.
These activations underline the brand’s philosophy that even small, playful gestures can deliver instant refreshment. Heineken® says the effort is designed to remind consumers of the unmistakable satisfaction of that first sip.
Brewing craft on display
Complementing the playful mechanics is The Heineken® Microbrewery, a traveling, immersive showcase designed to bring brewing closer to consumers. Through interactive displays and live demonstrations, visitors can explore the 100% natural ingredients, signature A-yeast, and precise brewing methods that create Heineken®’s globally consistent taste.
Guests will also have the chance to learn the Star Quality pouring technique – a skill mastered by Heineken® bartenders worldwide to deliver the perfect pint.
“Heineken® has always stood for consistent quality and a refreshing, balanced taste that’s recognised around the world – and that’s something worth celebrating,” said Sean O’Donnell, Marketing Director, Heineken Malaysia Berhad. “This year, we’re bringing those core credentials to life in new and memorable ways, from the playful AghPay activations that take consumers from Agh! to Ahhh… to the immersive Heineken® Microbrewery that showcases the craft behind every sip. It’s all about reminding consumers what makes Heineken® so iconic, and letting them experience it for themselves.”
Nationwide rollout
The AghPay experience will be available at participating outlets nationwide until 11 October, while the digital version will run through 31 October. Meanwhile, the Heineken® Microbrewery will continue its tour, giving more consumers the chance to witness the brand’s brewing excellence up close.
Brewed to the same recipe and sold in over 190 countries, Heineken® has built its reputation on consistent quality and signature experiences recognised worldwide. The company is also reminding participants to never drink when you drive. Heineken® and all campaign events are strictly for non-Muslims aged 21 and above.
To learn more about the 2025 Credentials Campaign, consumers can follow Heineken® on Instagram and Facebook.
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