Smootheriser: Heineken® Silver Skincare Launch
LePub Singapore partnered with Heineken® to create The Smootheriser, a skincare line infused with the smoothness of Heineken Silver, targeting Asia’s growing demand for smooth-tasting beverages. Launched in April 2024, the campaign leveraged the popularity of Asian beer drinkers who seek a ‘smooth’ experience, blending beer and beauty to create a unique product. The initiative aimed to position Heineken Silver as a key ingredient in skincare, emphasizing its ability to deliver a ‘smooth’ feel. The campaign achieved significant market penetration, with the product launching in over 10 Asian markets and receiving positive consumer feedback for its smooth, non-irritating formula. The success highlighted the power of cross-platform collaboration in driving brand awareness and consumer engagement.
