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. These campaigns, from Netflix’s “experiences” to promote the new season of Stranger Things to live events like Red Bull’s Flugtag, which turn stunts into shareable spectacles.

The Dutch brewer’s campaign was designed to mark dry January; but whether the visibility translated into impact is another matter.

The reasoning behind it was clear. London Underground is famous for its unwritten rules – stand on the right, avoid eye contact and under no circumstances strike up a conversation with a stranger. But Heineken 0.0 attempted to turn it into a hub for connection, using its temporary rebranding of the Bakerloo line to encourage commuters to rediscover real-world socialising. Without alcohol, of course.

As part of the promotion, Heineken was also handing out free 0% beer at Waterloo station over a couple of days in January. The company said it hoped the move would encourage........

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