Heineken x HMD Bodega 'Boring Phone' Announced

HMD presented 'The Boring Phone' in collaboration with street culture creators Heineken and Bodega.

This phone, made by Human Mobile Devices, aims to promote real-life connections by encouraging people to disconnect from their smartphones during the evenings.

Phone Heineken x Bodega Boring

The Heineken x Bodega Boring Phone is a limited edition “dumb” phone designed to eliminate the distractions of modern smartphones. It focuses on basic functions such as making calls and sending text messages, aiming to combat the trend of overuse of smartphones, especially during social gatherings.

According to HMD, recent research commissioned by Heineken shows that 90% of Zillennials in the UK and US

The boring phone's design is inspired by Gen Z's love of Newtro fashion, with a transparent casing and holographic stickers reminiscent of early 2000s cell phones. It's devoid of social media and other distracting apps, except for the classic Snake game.

Phone specifications include a weight of 123g, a 2.8-inch QVGA internal display, a 1.77-inch external display, a 0.3MP camera with LED flash, Bluetooth 4.2, and a 3-way headphone jack .5 mm. In terms of storage, it comes with 128MB of internal memory, with microSD support up to 32GB.

For connectivity, it supports calling and texting over 2G, 3G and 4G networks, with a removable 1450mAh battery that provides up to a week of standby time and 20 hours of talk time, charged via micro USB. The phone also supports FM radio.

Quick specs: HMD's Heineken x Bodega Boring phone

• Design: transparent shell and holographic stickers; Flip design
• Screen: 2.8″ QVGA (internal) | 1.77″ QQVGA (external)
• Camera: 0.3MP with LED flash
• Storage: 128 MB internal; Up to 32 GB via microSD
• Connectivity: 2G, 3G, 4G; Bluetooth 4.2; 3.5 mm connector
• Battery: 1450 mAh (removable); Up to 20 hours of talk time; Micro USB charging
• Other features: snake game, FM radio
• Dimensions (mm): 108 x 55 x 18.9
• Weight: 123g

availability

The Boring Phone will debut at Milan Design Week on April 18, with distribution through contests and consumer events around the world. Approximately 5,000 units will be produced as part of a limited edition.

Additionally, HMD says an app that will “make smartphones boring again” will also be available to download from June.

Speaking on the launch, Lars Silberbauer, CMO of Human Mobile Devices (HMD), Europe's leading mobile manufacturer and innovator, said:

In early 2023, we noticed an intriguing trend among Gen Z in the United States. They have started to reduce their screen time to improve mental well-being, opting for simpler phones rather than smartphones.

As advocates for disconnecting from digital noise, we're delighted to partner with Heineken and Bodega to launch The Boring Phone. It's bound to spark conversations wherever people go.

Commenting on the launch, Nabil Nasser, Global Head of Heineken, said:

We could all benefit from a respite from the incessant distractions of smart technology; something our research has shown is even more crucial for our Gen Z and Millennial consumers.

When we chatted with them about their smartphone use, we quickly learned that many feel they are routinely distracted when socializing with their device, but also acknowledge that they didn't want to go completely phone-free.

At Heineken, we aspire to cultivate moments of authentic connection and make it easier for people to experience the joy of genuine togetherness.

In crafting The Boring Phone, we've stripped away the complexities of technology to help people truly connect over a beer, uninterrupted by the constant buzz and buzz.