Heineken & HMD launch ‘The Boring Phone’ for Milan Design Week

Heineken, in collaboration with Bodega have launched The Boring Phone. It is produced by Human Mobile Devices (HMD).

The Boring Phone is a modern feature phone that doesn’t connect to the internet. Produced by HMD, the Heineken x Bodega Boring Phone strips back the distractions of today’s smartphones. Designed to deliver the basics needed for a great night out, the phone’s 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. The phone is unable to download social media or other apps. It also has a week of standby time and up to 20 hours of talk time.

When it comes to the biggest distractions, 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.

Encouragingly, one in five (22%) revealed they already turn their phone off or leave it at home ahead of social occasions and a further two in five (38%) say they’d consider doing so.

Heineken and Bodega have embarked on this partnership to show people that there is more to their social life when there is less on their phone.

Nabil Nasser, the Global Head of Heineken 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.”

Lars Silberbauer, CMO of Human Mobile Devices (HMD), Europe’s leading mobile innovator and manufacturer said, “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.”

Oliver Mak, co-founder of Bodega adds, “At Bodega, we see ourselves as a vehicle for connecting culture and young people, so when Heineken approached us to collaborate on a project designed to do exactly this, we were excited to get involved. Despite having grown up surrounded by technology, us 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.

Heineken and Bodega will unveil The Boring Phone at Milan Design Week on Thursday 18th April, with a party hosted by the collaborators. Following this, devices will be given away to revellers around the world, so they can disconnect, reclaim quality time with friends, family and loved ones, and dial up their nights out.

An app that will turn smartphones boring will also be launched in June to give those who don’t manage to get their hands on a physical device the Boring Phone experience.

The Boring Phone specifications