Heineken encourages Malaysians to unplug this festive season

As the festive season approaches, Heineken® Malaysia is inviting people to put down their phones and embrace real-life connections with friends and loved ones. Through its “Celebrate Boring” campaign, Heineken aims to inspire Malaysians to step away from screens and enjoy authentic experiences.

Joyce Lim, Marketing Manager – Premium at Heineken Malaysia Berhad, explains, “Heineken® believes that life tastes better when experienced in the moment. In a world filled with constant notifications, it’s crucial to unplug and engage with those around us. Especially for Gen Z and Millennials, who increasingly realise that life is best experienced in the moment. The campaign tagline, Celebrations Are Best When Your Phones Take a Rest, is a reminder to savour refreshing experiences with Heineken®.”

The campaign encourages Malaysians to disconnect to reconnect, a message that resonates strongly in today’s screen-driven culture.

Immersive campaign experiences

Heineken® is bringing its festive campaign to life with exciting initiatives beginning this November. Through global brand films, digital activations, and on-the-ground experiences, the campaign emphasizes the joy of face-to-face interactions.

Starting 6th December, the fun continues online with the “Heineken® 404 Boring Meme” challenge. Participants can repost the meme on Instagram Stories, tag @HeinekenMY, and stand a chance to win exclusive passes to Heineken® Boring Social Parties. These unique events, curated in partnership with Saturday Selects and Motherchuckers, offer guests a phone-free environment to foster meaningful connections. Activities include immersive experiences, feel-good vibes, and refreshing Heineken® drinks, making it a must-attend event this December.

From December 2024 to January 2025, the “Phones Off, Night On” activations will bring the message to pubs and bars nationwide. Patrons can safely lock their phones in Heineken® Phone Lockers in exchange for a complimentary Heineken®, turning screen time into quality facetime with friends and family.

Win the exclusive Heineken Boring Phone

One of the campaign’s highlights is the chance to win the exclusive Heineken® Boring Phone, a collaboration with Boston-based streetwear curator Bodega. This minimalist device eliminates distractions by focusing only on calls and texts, making it a powerful symbol of the campaign’s message.

To participate, consumers need to purchase a set or bucket of Heineken® or two cans of Heineken® 0.0 at participating bars. Winners will receive this unique device as a reminder that “less is more” and real-life connections matter most.

Spreading festive cheer responsibly

Heineken is committed to ensuring that its festive activities remain enjoyable and safe. All activations are strictly for non-Muslims aged 21 and above. The brand also reminds consumers to #EnjoyResponsibly and never drink and drive.

To join the celebrations or learn more about the campaign, visit Heineken Malaysia’s festive campaign page or follow them on Instagram (@HeinekenMY) and Facebook (HeinekenMYS).

This festive season, Heineken® invites everyone to unplug, connect, and make lasting memories. After all, the best celebrations happen when your phones take a rest.