Heineken® has partnered with streetwear tastemakers Bodega to launch a limited-edition The Boring Phone, produced by HMD (home of Nokia phones).
The phone has been designed to be a low-tech alternative to smartphones. This is to reduce distractions and promote better real-life connections during nights out.
According to research by Heineken®, 90% of Gen Z and Millennials (Zillennials) admit to “doom scrolling” while socialising and checking their phones excessively.
As a result, the Boring Phone prioritises basic functions like calling and texting. Its transparent design is inspired by phones from the early 2000s and lacks social media apps.
In addition, over a third (37%) of Zillennials acknowledge checking their phones too often when socialising, and 32% want to disconnect more.
The phone aims to bridge this gap by offering a device that facilitates connection without the constant distractions of a smartphone.
Nabil Nasser, Heineken® Global Head, emphasises the importance of breaking away from the digital world for meaningful interactions.
“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, HMD’s CMO, highlights the growing trend of Gen Z reducing screen time and embracing simpler phones.
Oliver Mak, the Bodega co-founder, recognises the impact of phone dependence on real-life connections and cultural development.
“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.”
The Boring Phone Launch and Availability
The Boring Phone will be unveiled at Milan Design Week with a launch party. Limited quantities will be given away to partygoers and eventually to revellers worldwide.
An app launching in June will recreate The Boring Phone experience for those who don’t get a physical device.
