Heineken launches ‘The Boring Phone’
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Dutch brewing company Heineken, in collaboration with street culture tastemaker Bodega, has launched “The Boring Phone” produced by Human Mobile Devices (HMD).
The limited run of “dumb” phones—designed to have reduced tech capabilities—has been created to encourage people to enjoy better real-life connections on nights out by disconnecting from their smartphones.
In Australia, some people are using dumbphones to cut their screen time, find focus, and even save money.
According to ABC, citing a Telsyte report, under one million Australians were still using dumbphones or feature phones in 2023.
Telsyte senior analyst Alvin Lee told ABC while there is a growing interest in dumbphones among Gen Z and Millennials in the US due to a digital detox trend, it hasn’t made a comeback in Australia.
Produced by European mobile innovator, HMD the Heineken x Bodega Boring Phone strips back the distractions of today’s smartphones.
The phone’s only primary function is to send and receive calls and text messages.
The phone’s transparent casing and holographic stickers draw inspiration from Gen Z’s love of Newtro fashion and design and are reminiscent of mobile phones of the early 2000s.
With modern-day frills removed, the phone is unable to download social media or other apps that take away from being present.
It also has a handy week of standby time and up to 20 hours of talk time.
“At Heineken, we want to foster moments of genuine connection and help people experience the joy of true togetherness. In creating The Boring Phone we have gone back to basics, we have dialled down the tech to help people truly connect over a beer, without any distraction from the constant buzzing and dings,” said Heineken global head Nabil Nasser.
“Early in 2023, we spotted something cool with Gen Z in the US. They started cutting down their screen time to feel better mentally, swapping their smartphones for simpler phones. As big fans of unplugging from the digital buzz, we’re super excited about launching The Boring Phone with Heineken and Bodega. It’s definitely going to get people talking when they're out and about,” said HMD CMO Lars Silberbauer.
“Smartphones can be too interesting, so we wanted to design a boring one. We were really inspired by the rise of Newtro and wanted to reinterpret a past cultural icon that some younger Zillennials may not have experienced before. We can’t wait to see the response to The Boring Phone as we merge our visions in a shared pursuit of creativity and community. This is truly going to help answer the call for better nights out,” said Bodega co-founder Oliver Mak.
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