Freddy Heineken once said “I don’t sell beer. I sell gezelligheid (Good Times).”—and that has been Heineken’s north star.
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 consumers opportunities to fully immerse themselves in the experience of embracing Good Times with the brand.
“As a globally connected city, Singapore is renowned for its ability to put a local spin on global experiences, making them uniquely our own. Similarly, in the 150 years that Heineken has been enjoyed around the world, fans have made it their own, celebrating Good Times in their own way. As we commemorate 150 years of good times in Singapore, we hope that our series of innovative activities will challenge the 2 boundaries of what Good Times are and enable our consumers to enjoy Good Times in a new way that is uniquely theirs,” Gerald Yeo, Marketing Director, Asia Pacific Breweries.
A creative spin on Good Times with local cultural pioneers, The Salvages
As a brand dedicated to championing inclusivity and open-mindedness, Heineken has always played a pivotal role in shaping culture. 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 jubilant 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 collectible He150ken® can.
Available now at http://bit.ly/He150ken-TheSalvages, 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 reflected on a Heineken bottle
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 the different passions of our audience, to inspire them to create even more Good Times with Heineken.
The limited edition He150ken® Bottles designed by the Glocals will be available as a prize across popular drinking spots from Jun 29, 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 enjoy Heineken on us!
While the positive emotions that come with Good Times are universal, everyone has their own unique ways of creating Good Times. To enable more people to enjoy Good Times with Heineken, the brand is inviting consumers to join them at their Good Times Star pop-up and show off their 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 Jul 1 – 23 2023, located outside Mandarin Gallery from 11 am to 9.30 pm daily.
Destination Good Times featuring the first-ever He150ken® World Bar and the Singapore debut of a global music platform
To cap off a series of activations that happened throughout June and July, Heineken presents Destination Good Times, a two-day event on July 28 and 29, 2023, at Tanjong Distripark, aimed at sharing Good Times from around the world with fans in Singapore.
The event will include the highly anticipated local debut of underground club music mavens The Boiler Room from London, as they showcase rising talents in the DJ scene from Singapore that will bring the Good Times to the dance floor! Destination Good Times will also introduce the He150ken® World Bar—in partnership with Sago House featured in Asia’s Best Bar List—a haven where fans can savor an array of beer cocktails inspired by various cultures and their unique Heineken traditions.
Held at Tanjong Pagar Distripark, the location has a storied history as a container port, and now as an arts destination. Destination Good Times takes inspiration from this heritage, using it as a metaphor for how Singapore has always imported the best ideas from around the globe and made them uniquely ours. Get ready to be inspired by the Good Times from around the world and make it your own at Destination Good Times!
Debuting in Singapore: The Boiler Room Singapore, Powered by Heineken
Heineken’s world-renowned connection with music presents Singapore with another first, through the ground-breaking local debut of London’s underground club music mavens, The Boiler Room. A driving force of the underground club music scene, The Boiler Room connects the world through their touring DJ platform which has amassed a religious following amongst music aficionados, ravers, and artists alike.
Gracing the decks at the Singapore edition is an eclectic mix of DJs that represent the diverse cross-cultural fabric of the region’s underground scene, including Jenn Chunes (Super Enjoy), Bongomann (Ice Cream Sundays), A’alely x PETYET (Strange Weather), Dean Chew ft. Kaye (Darker Than Wax), Helios XL (Revision Music), Zig Zach, Sivanesh (Sivillian Affairs) and Kindergarchy (Strange Weather). Turning up the heat will be headline acts–Kyoto-born, Berlin-based Alex Kassian whose recognizable brand of feel-good house was built by hosting word-of-mouth dances in London and Berlin, and Dutch Duo Kamma & Masalo renowned for their raw and unadulterated approach and ability to switch between contrasting sounds. Together, the acts promise reverberating beats that serve up an unparalleled weekend of Good Times with Heineken.
Introducing He150ken® World Bar: A taste of Heineken around the world, with a hint of home
Throughout its rich history, Heineken has witnessed fans embracing the Good Times by personalizing their own Heineken experiences. Whether it’s savoring Heineken with ice in Vietnam or incorporating it into a refreshing Michelada cocktail in Mexico, this well-loved beverage has become a symbol of enjoyment across the globe.
In collaboration with the talented bartenders from Sago House, ranked 31st on Asia’s Best Bar list, the He150ken® World Bar invites everyone to indulge in the diverse ways Heineken is enjoyed worldwide. The thoughtfully curated World Bar Menu features a range of beer cocktails inspired by fan-favorite Heineken traditions from Vietnam, Mexico, the Caribbean, and Taiwan, including our unique spin on the classic Singapore Sling cocktail, infusing it with the essence of Heineken. These exquisitely crafted beer cocktails offer the joy of savoring Heineken in ways that feel like home, while celebrating the global appreciation for this iconic beer.
Destination Good Times
Location: Tanjong Pagar Distripark
Jul 28, 2023, Friday (5:30 pm – 10.30 pm)
Jul 29, 2023, Saturday (5:30 pm – 10.30 pm)
Ticket Packages (Available for purchase at bit.ly/He150kenTickets)
- Standard 1-day (includes 2 FREE Heineken beers) – SGD 38/-
- 2-day Festival (includes 2 FREE Heineken beers per night) – SGD 60/-
DJ Line Up for Jul 28
- Jenn Chunes (Super Enjoy)
- Bongomann (Ice Cream Sundays)
- PETYET (Strange Weather)
- Kaye (Darker Than Wax)
- Dean Chew (Darker Than Wax)
- Alex Kassian
DJ Line-Up for Jul 29
- Helios XL (Revision Music)
- Zig Zach
- Sivanesh (Sivillian Affairs)
- Kindergarchy (Strange Weather)
- Kamma & Masalo
UPDATE Jul 30, 2023: Read my full write-up of Destination Good Times!