MARKETING INNOVATION

Cheers! Here’s Heineken’s latest clever idea to keep us socialising

By our African Marketing Confederation News Team | 2025

The Flipper is an AI-powered phone-case that automatically flips a user’s phone face down when someone says “cheers”.

The battle against digital overload is real! Beer brand Heineken has become well known for its quirky marketing campaigns promoting the dying art of real people connecting with each other and having fun in the real world, rather than spending time on their smartphones. 

 

The latest iteration of Heineken’s efforts to revive IRL (‘in real life’) interactions is The Flipper, an AI-powered phone-case prototype that automatically flips a user’s phone face down when the word “cheers” is spoken. 

 

At that point, it’s time to kick back and relax with friends, enjoy a beer, make eye contact with humans and forget about the WhatsApp chatter and work email number 275 popping into your inbox.

The Flipper AI-powered phone case. Photo: Heineken

“The device is intended to keep people from being distracted by alerts on their phone while they are socialising,” the brand explains. 

 

Heineken has, in the past, come up with several related innovations that were designed to suppress our digital-age obsession with screens. 

 

It launched a Boring Phone, which came devoid of the features that make modern smartphones so distracting. This was followed by a Boring Mode app that turned any smartphone into a Boring Phone.  

 

The company also created a phone-adjacent bottle opener that automatically shut down work apps as soon as it was used to open a beer bottle. 

 

Better to be social in real life 

 

The hashtag for the campaigns is #SocialOffSocials, which promotes the idea that its better to be social in real life than on social media.  

 

“Smartphones and their array of social media apps are essential in our everyday lives, but the habit of scrolling through socials rather than having a good time in person is affecting the quality of our face-to-face interactions,” explains Nabil Nasser, Global Head of the Heineken Brand. 

 

“Bars are some of the best places to socialise and make new connections, and we thought The Flipper is a fun way to encourage people to flip off their socials and demonstrate why being present with those around you is so important.” 

 

Comments Simone Giertz, inventor of The Flipper: “It’s just a clever solution and a good reminder for me to not get distracted by social media when I’m trying to socialise.” 

 

You can watch a YouTube video about The Flipper here. 

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.