SUSTAINABILITY
“ Together , HMD and Nokia are bringing back products that are iconic . Not just to tap into nostalgia . It ’ s because we ’ ve seen this trend . We saw it start in the US , where there was a surge in the need for this digital detox ,” he says . “ We saw that we were perfectly set up to solve this issue – or to give another option . We ’ re working with a lot of the influencers , a lot of the experts in this area and that is why we are both bringing a lot of new things to our smartphones that will help those considering a digital detox .”
Nokia and HMD worked together with Heineken on a collaboration to target Gen Zs , working with the design company Bodega . The phone has no maps , no HQ camera and no social media – arguing that these features distract from our friends .
Meanwhile , the Barbie flip phone has made Lars the biggest hero to his two daughters , aged four and seven , and to others who want to pursue the digital detox .
“ I had it in my hand yesterday ,” he says . “ I can ’ t wait . Just from the feedback we ’ ve received , it is going to be quite iconic to bring that back .”
Barbie , Heineken , HMD and Nokia … name a more iconic quartet . This brand collaboration could have been completed by slapping a bottle opener onto a phone case or by pink-washing devices . But it is led because they see the same purpose .
“ Heineken sees people having too little time even though they ’ re in the bars or in places where they mingle with their friends , but they ’ re sitting on their phones all the time .”
“ HMD and Nokia are bringing back products that are iconic . Not just to tap into nostalgia . It ’ s because we ’ ve seen this trend ”
LARS SILBERBAUER CMO , HMD & NOKIA PHONES
110 July 2024