Heineken's new custom-made PC will cool your beer while you game

Heineken is launching a custom-made PC that will cool down both PC hardware and beer bottles with an integrated beer fridge. Called TH3 G4M1NG FR1DG3, it aims to provide gamers with a cold Heineken while playing their favourite game through a new cooling system.

“TH3 G4M1NG FR1DG3 is yet another unique tool for us to communicate our ‘Not all nights out are out’ campaign, which shows that gaming and socialising are connected”, said Igor de Castro, senior marketing manager for the Heineken 0.0 brand in Brazil. 

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Heineken worked together with LeGarage, LePub’s Innovation and Gaming Hub to create the custom cooling system that targets “modders” in the PC gaming community. “Modders” are individuals who modify and customise their machines while socialising by sharing their specs and unique looks with each other, explained Andrey Tyukavkin, executive creative director of LeGarage and lead engineer of the project.

Tyukavkin also said that several creators have already attempted to make a working beer fridge that could run a PC build which is why the team knew this project would resonate with the community and the gaming culture.

Created in collaboration with its ad hoc creative advertising agency, LePub Brazil, the device repurposes a Heineken 0,0 fridge to allocate a fully working custom PC build within it. The name of the new device is also meant to reference gaming culture and nerdy naming conventions of robots, according to a spokesperson from the brand.

"Heineken is able to provide moments of socialisation wherever it is, and this is the brand's mission, in addition to breaking stereotypes,” said Felipe Cury, chief creative officer of LePub Brazil.

“TH3 G4M1NG FR1DG3 is yet another action of this kind, bringing a conviviality to the gamer universe, both appreciating this moment and showing that the gamer universe is extremely social, that Heineken 0,0 and games really go well together,” Cury explained.

To amplify the launch of the device, Heineken partnered with Brazil’s Twitch streamer, Gaules, to host a giveaway on his channel. The device is expected to appear on Twitch show Aprovado. As one of the main sponsors of the Brazilian League of Legends championship, the winning team will win a set of TH3 G4M1NG FR1DG3.

Heineken has been continuously providing its customers with more than just its beer. In fact, to better understand the needs of its customers, Heineken, with the support of the Singapore Economic Development Board (EDB), will be setting up a new global innovation hub in Singapore as it expands its presence in the APAC region with new consumer experiences.

The Singapore Hub will be part of the brewer’s global network of five innovation hubs and aims to enhance collaboration across global, regional and market levels to deliver innovations that fulfil unmet and emerging consumer needs, according to a statement by the company.

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