For the last 150 years, Heineken has been a champion of Good Times, always facilitating quality social interactions over beer. To mark this landmark occasion, the brand is breaking from convention to design a campaign that celebrates how consumers around the world enjoy Heineken and Good Times with others, in one way or another. To kickstart the festivities in Singapore, Heineken is set to unveil a series of exciting activations from June to July, offering you opportunities to fully immerse yourself in the experience of embracing Good Times with the brand.
Good Times with local cultural pioneers, The Salvages
To kickstart their 150th celebrations in Singapore, Heineken chose to collaborate with local cultural pioneers, The Salvages, to create “He150ken®|The Salvages”, an exclusive collection of t-shirts that celebrates the spirit of Good Times.
Drawing inspiration from the realms of fashion, music, and pop culture across different eras, The Salvages brought their distinct vision to the collaboration by taking a “reconstruction” approach—remixing classic Heineken designs from the brand’s archive of classic posters and design elements. More than just a t-shirt collection, the partnership is a triumphant tribute to Heineken’s 150 years of Good Times and the promise of even more Good Times ahead.
A limited run of shirts will be available in each design, packaged in a commemorative collectable He150ken can.
Available now here, the first 50 fans to make a purchase will receive an invite to the He150ken | The Salvages Party, a by-invite-only event at an undisclosed location.
Good Times in Music, Fashion, Art and Design
Heineken’s 150th celebrations continue with the launch of four limited edition bottles created by local visionaries from the music, fashion, arts and lifestyle scene. Heineken tapped on the expertise of these local creators—the Glocals—whose work is inspired by their Good Times experienced around the world.
The Glocals feature Nicolette, co-founder of The Salvages; Nicole Wong, Creative Director of creative agency NPLUSC; Dharni, a veteran beatboxer; and Tell Your Children, a creative studio. Each visionary was tasked with designing a unique bottle that reflects their personal interpretation of Good Times. The result is four unique designs that will resonate with different passions.
The limited edition He150ken Bottles designed by the Glocals will be available as a prize across popular drinking spots from 29 June 2023. Fans who create their Good Times with Heineken will be given the opportunity to win the limited edition He150ken Bottles designed by the Glocals at the Loot Box locations—follow @heinekenSG on Instagram for clues to the location on Instagram Stories.
Other prizes will also include limited edition merchandise and a trip to Amsterdam!
Dance off at Heineken’s first-ever Good Times Star
To enable more people to enjoy Good Times with Heineken, the brand is inviting you to join them at their Good Times Star pop-up and show off your favourite moves for a good time. Whether it’s dancing, posing, shaking their hips or jumping around, see how your version of Good Times is brewed into an ice-cold Heineken as a reward.
The Good Times Star will be available from 1 – 23 July 2023, located outside Mandarin Gallery from 11 am to 9.30 pm daily.
Destination Good Times featuring the first-ever He150ken World Bar
The two months of activities will culminate in Destination Good Times, Heineken’s two-day celebration of culture, creativity and music on 28 and 29 July 2023. Among the myriad of exciting activities, Heineken’s celebration will showcase a global music platform that will make its Singapore debut, featuring the best talents in the music scene, including the nation’s up-and-coming DJs. One that’s not to be missed, more will be revealed soon!
The unparalleled World Bar experience is racing out the weekend, created in partnership with Sago House, number 31 on Asia’s Best Bar list. The World Bar will captivate you with a tantalizing display of Heineken’s global presence and local flair, presenting the unique and delectable ways the iconic beer is savoured worldwide, with a Singapore twist.
More information to be shared, closer to the event date.