In its long-standing tenure at Campaign, Ad Nut has seen many things in this industry: QR-code weddings, AI-generated influencers, and even a perfume that smelled like a new car. But this? This is new territory.
In a bold move that may or may not have started off as a joke on a Friday afternoon, beer brand Heineken has launched The Heineken Smootheriser—a skincare product inspired by Heineken Silver beer, infused with barley and hops, and packaged like it belongs in a K-beauty haul.
And yes, it’s real.
Created in partnership with LePub Singapore, the "Smootheriser" aims to answer a question absolutely no one was asking: “What if your beer could also hydrate your face?”
The product is pitched as a response to Heineken Silver’s signature “ultra-refreshing smoothness”—apparently so smooth, it can now be applied topically. The cream is launching in Taiwan and Cambodia, coinciding with Heineken Silver’s debut in the latter. Only 1,000 lucky humans will get to slather this limited-edition brew onto their cheeks, and they’ll have to win it through exclusive activations and giveaways by following the brand's Taiwan and Cambodia handles via Instagram.
According to Heineken’s global head of brand, Nabil Nasser: “When something is as smooth as Heineken Silver, why stop at beer?”
Meanwhile, executive creative director Stephan Schwarz notes that Heineken Silver is “so velvety” they had to “bottle that sensation” into something tactile. Because, of course, when you think skincare texture, you think beer.
Does this campaign know what it’s doing? Unclear. But that might be precisely why it works. It’s so confidently bizarre—so off-the-wall in both concept and execution—that it somehow slices clean through the usual branded noise. While most beverage ads are busy trying to make slow-motion foam look profound, Heineken Silver has veered off-course entirely and ended up in your skincare drawer.
It taps into self-care culture, elicits a smirk, and yes, it’s generating plenty of social chatter. But Ad Nut can’t help wondering—what’s the actual point here? Is this a bold brand-building exercise or just a very shiny PR gimmick? Will anyone actually buy more beer because of a barley-infused moisturiser? Or are we all just pawns in a beautifully packaged existential joke?
Ad Nut is confused. Deeply. But also impressed. Maybe even moisturised.
Also note: The agency insists (quite earnestly) that the April 1st launch is not to be misconstrued for an April Fool’s joke. And while Ad Nut is willing to take their word for it, the calendar is still getting a suspicious side-eye. Is it a risky gamble or a perfectly timed misdirect? We'll soon find out.
It’s ridiculous, it’s over the top, and maybe, it’s kind of brilliant. Heineken Silver might not replace your night cream any time soon—but it will get you talking. And in this attention economy, that’s smoother than any cream.
Now, if you’ll excuse Ad Nut, there’s a skincare routine involving beer to consider. And possibly a new business idea: Eye-PA patches.
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
 Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'. |
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