Brewing company Heineken® has recently unveiled its new lager. Known as Heineken® Silver, the beer brings “freshness in a can” and is designed to delight a new generation of drinkers. According to the company, the brew is “an extra-refreshing lager with a less bitter taste and a crisp, subtle finish that’s effortless to drink,” setting itself apart from the brand’s original beer thanks to the smooth taste it delivers, an aroma that’s carefully obtained following an ice-cold lagering process.
Heineken® Silver is different and so is the initiative aimed at celebrating it. Helped by Le Pub and BBH Singapore and sneaker designer Dominic Ciambrone, aka “The Shoe Surgeon,” the brand launched a limited-edition pair of shoes that faithfully reflects the smooth taste of the recently revealed beer. Dear readers, beer enthusiasts, and sneakerheads, here is a product that you will most probably like to have in your wardrobe: Heinekicks!
Besides promoting the brand’s new lager, the Heinekicks were created to walk consumers through the Silver experience. Borrowing the bottle’s signature color palette of green, silver, and red accents, the shoes feature a sleek green lenticular upper, a tongue with a removable bottle opener, and a sole that will make people feel as if they are “Walking on Beer.” Literally!
The sneakers not only resemble the brew in terms of design but they also inherit the beer’s DNA. Specially designed to actually capture and reflect the premium lager’s smooth taste, the Heinekicks’ are the sole shoes with beer-injected soles. Using a specialized surgical injection method, the shoes are the first of their kind to allow someone to walk on beer, enabling the wearers to experience a lager like never before.
Commenting on the initiative, The Shoe Surgeon, explains: “Partnering with Heineken® for their new beer was a fun challenge. We both share a passion for innovation and pushing boundaries and created a design to reflect that. The shoe not only embodies the energy of Heineken® Silver but literally carries it. I can’t say I’ve ever designed a sneaker that contains actual beer before.”
“At Heineken®, we have always embraced change. The launch of Heineken® Silver is testament to this, and the limited-edition Heinekicks are a manifestation of Heineken®’s constant pursuit of innovation. The Shoe Surgeon’s vision of “Walking on Beer” doesn’t just present a new way to enjoy the Unexpectedly Smooth Heineken® Silver experience; it sends the message that an open mind is the key to seizing life’s possibilities. We’re thrilled to be bringing Heinekicks to Singapore and we hope this inspires consumers to embrace fresh perspectives and spark new connections,” concludes Gerald Yeo, Marketing Director at Asia Pacific Breweries Singapore.
Out of the 32 pairs of Heinekicks the brand created following the launch of its Silver lager, seven are scheduled to drop in Singapore in the fourth quarter of 2022.
Global Senior Director Heineken® Brand: Bram Westenbrink
Heineken® APAC Brand Director: Rajeev Sathyesh
Global Communication Director Heineken® Brand: Daniela Iebba
Global Communication Manager Heineken® Brand: Tanya Lubis
Heineken® Global Digital Development Manager: Pearly Lim Mei Sze
Senior Brand Manager Heineken® Vietnam: Nguyen Ngoc Han
Heineken® Global PR Lead: Jonathan O’Lone
Agencies: Le Pub // BBH Singapore
Global Chief Creative Officer Publicis WW: Bruno Bertelli
BBH Singapore Creative team
Chief Creative Officer: Sascha Kuntze
Group Creative Directors: Gaston Soto, Nikhil Panjwani
Associate Creative Directors: Adeline Siow, Kenneth Foo
Le Pub Global Creative Team
Executive Creative Director: Cyril Louis
International Coordination Creative Director: Guy Lewis
Associate Creative Director Publicis Italy: Livio Gerosa
BBH Singapore Account team
Business Director: Manavi Sharma
Account Director: Andy Norris
Account Manager: Crystal Loo
Le Pub Global Account Team
General Manager Publicis Italy: David Pagnoni
Global Senior Account Director: Francesca Baldrighi
BBH Strategy Team: Tom Hargreaves, Gwen Lee
Le Pub Global Strategy Director: James Moore
BBH Singapore Production
Head of Production: Wendi Chong
Head of Operations: Eddie Jackson
Digital Imaging: Sally Liu
3D Production Partner: Pleid St.
Digital Senior Art Director: Nico Tangara
Design & Shoe Production Partner: The Shoe Surgeon