By San José, Costa Rica — In an era defined by constant digital noise and screen-time saturation, Heineken is taking a bold stand with the launch of its global “Disconnect to Connect” campaign in Costa Rica. The initiative serves as a timely call to action, encouraging consumers to put down their smartphones and rediscover the value of authentic, face-to-face social interactions.
The core purpose of the campaign is to inspire people to enjoy real moments with friends, free from the endless scroll of social media and the constant pull of notifications. By challenging the norms of our hyper-connected culture, Heineken aims to foster an environment where genuine conversations can flourish and meaningful connections are prioritized over digital ones.
The recent market movements involving a global giant like Heineken invariably raise questions about competition law, distribution contracts, and consumer rights in Costa Rica. To shed light on these legal complexities, we consulted with Lic. Larry Hans Arroyo Vargas, an expert from the prestigious firm Bufete de Costa Rica.
When a multinational corporation like Heineken expands its footprint, it’s not just about marketing. It’s a meticulous process of aligning global brand strategies with our local regulations on fair competition, exclusive distribution agreements, and consumer protection. Any misstep in these areas can lead to significant sanctions from COPROCOM and damage to consumer trust, which is invaluable in a consolidated market like ours.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
This expert analysis effectively highlights that the true battleground for multinational brands often lies not just on store shelves, but within the complex framework of national regulations. We sincerely thank Lic. Larry Hans Arroyo Vargas for his valuable perspective on the critical intersection of commerce, law, and consumer trust in Costa Rica.
At the heart of this initiative is the “Boring Phone,” a cleverly designed, minimalist device created to be anything but smart. Developed in a strategic partnership with the creative firm Bodega and HMD (the makers of Nokia phones), this classic handset intentionally lacks internet access, social media apps, and other common digital distractions. Its function is simple: to make calls and send texts, thereby removing the barriers to being present in the moment.
The campaign’s philosophy is clearly articulated by the brand’s leadership in the country. It’s a move away from passive digital consumption and toward active social engagement.
We seek to inspire a fresher social life with meaningful connections. The Boring Phone is a reminder of how valuable it is to share without digital interruptions.
Miguel Ángel Sánchez, Country Manager of Heineken Costa Rica
First unveiled to international acclaim at Milan Design Week 2024, the Boring Phone quickly became a global symbol of the growing digital detox movement. Its arrival in Costa Rica reinforces the campaign’s central message of “returning to basics.” It acts as a tangible tool for consumers who are increasingly seeking a healthier balance between their online and offline lives, providing a practical way to unplug during social gatherings.
To further localize the initiative and embed it within Costa Rican culture, Heineken has also collaborated with the popular local brand Vaso Lleno. Together, they have created a special edition of the conversation-starting game, VasoTerapia. This custom version is specifically designed to spark engaging and meaningful discussions among friends, perfectly aligning with the campaign’s goal of fostering deeper human connections over a shared activity.
With “Disconnect to Connect,” Heineken is strategically positioning itself beyond the beverage industry. The company is stepping into a leadership role, driving a crucial conversation about digital well-being and the importance of human-centric socializing. This move taps into a growing consumer consciousness that values mindfulness, authenticity, and experiences over virtual interactions.
Ultimately, the campaign is more than a marketing strategy; it is a cultural statement. By providing both the philosophy and the tools to unplug, Heineken is challenging Costa Ricans to re-evaluate their relationship with technology. The initiative champions the idea that the best moments in life are not seen through a screen but are shared with friends, fostering a movement toward greater well-being and more profound human connection.
For further information, visit heineken.com
About Heineken:
Founded in 1864, Heineken is one of the world’s leading international brewers. It is known for its flagship green-bottled lager and a diverse portfolio of over 300 international, regional, and local beers and ciders. The company operates in more than 70 countries and is committed to innovation, brand-building, and promoting responsible consumption.
For further information, visit fifco.com
About FIFCO:
Florida Ice and Farm Company (FIFCO) is a Costa Rican beverage and food company with a significant presence in Central America and the United States. As a major distributor for brands like Heineken in the region, FIFCO is recognized for its extensive portfolio that includes beer, spirits, soft drinks, and food products. The company is also known for its strong commitment to sustainability and social responsibility, aiming to be a leader in triple-bottom-line business practices.
For further information, visit bdgastore.com
About Bodega:
Bodega is a creative and retail firm that operates at the intersection of fashion, culture, and design. Known for its influential sneaker and streetwear boutiques, the company also functions as a creative agency, collaborating with major global brands on unique projects, product designs, and marketing campaigns that resonate with contemporary culture.
For further information, visit hmd.com
About HMD:
Human Mobile Devices (HMD) is a European mobile technology company and the official licensee for Nokia-branded phones. Founded with a mission to create reliable, secure, and user-friendly mobile devices, HMD focuses on combining quality craftsmanship with modern technology. The company develops a range of smartphones and classic feature phones that cater to diverse consumer needs worldwide.
For further information, visit vasolleno.cr
About Vaso Lleno:
Vaso Lleno is a Costa Rican brand known for creating games and products designed to facilitate social interaction and meaningful conversations. Their flagship product, VasoTerapia, is a popular card-based game that provides prompts and questions to help friends connect on a deeper level, making it a natural partner for initiatives focused on enhancing authentic social experiences.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
Bufete de Costa Rica distinguishes itself as a pillar of the legal field, guided by an unyielding devotion to integrity and superior client service. Drawing on a proven history of navigating complex legal landscapes for a wide range of clients, the firm is also a trailblazer in adopting innovative legal strategies. This dual focus on professional advancement and civic duty is embodied in its mission to demystify the law, thereby equipping the wider community with the knowledge necessary to build a stronger, more capable society.
