Heineken and Bodega partner to launch ‘The Boring Phone’

Heineken has teamed up with Bodega to introduce ‘The Boring Phone,’ crafted by Human Mobile Devices (HMD).

The innovative, designed with reduced tech capabilities, encourages users to disconnect from the digital world and immerse themselves fully in the present moment, especially during social situations.

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Stripping away the distractions of modern smartphones, the limited-edition device focuses solely on essential functions such as making and receiving calls and text messages.

As a result, 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.

The move comes as research commissioned by the beer brand revealed 90% of Zillennials across the UK and US scrolling aimlessly while socialising.

It revealed two-thirds admit to checking social media (62%) when hanging out with others, while over a third (36%) confess to checking work emails. Three in ten (30%) also revealed they sneakily play games instead of engaging with their family and friends in the moment.

Heineken Global Head, Nabil Nasser, said: “We could all do with a break from the constant distractions of smart tech; something our research has shown is even more important to our Gen Z and Millennial consumers. When we spoke to them about their smartphone usage, we quickly realised that many feel they are habitually distracted when socialising by their device but also admit they didn’t want to go completely phone-free.

“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.”

Bodega Co-Founder, Oliver Mak, added: Despite having grown up surrounded by technology, we Gen Z and Millennials are now recognising that our dependence on our phones is impacting our ability to make actual, real-life connections. This in turn impacts our ability to have fun, and on a macro level, the development of culture. 

“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.”