Why Heineken’s zero-alcohol London Underground campaign fell flat

By Jonatan Sodergren, Lecturer in Marketing, Bristol University Business School, University of Bristol

Brewing giant Heineken’s advertising campaign promoting its zero-alcohol beer on the London Underground forced its way into the public conversation. By temporarily altering signs and renaming stops to things like Oxf0.0rd Circus and Waterl0.0, the 0.0 brand placed itself inside one of the UK’s most recognisable public institutions.

The Heineken stunt reflects a wider return of offline brand “activations” – when marketers look for the type of presence that can’t be scrolled past in crowded digital environments.…

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