The London Underground is famous for many things – standing on the right, no eye contact, and an unspoken rule that conversation with strangers is off-limits. This Dry January however, Heineken® 0.0 is challenging this by encouraging socialising in what some have called one of the city’s most antisocial spaces.
In a first-of-its-kind partnership with Transport for London, the alcohol-free beer brand has temporarily renamed the Bakerloo line the Bakerl0.0 line – a playful nod designed to highlight just how unusual it is to strike up a chat on the Tube, and to suggest that it might be easier with an alcohol-free beer in hand.
The campaign taps into the reality that nearly two thirds (63%) of Londoners say they would be ‘very unlikely’ to start a conversation on the Underground, despite many craving more real-world connection, particularly during Dry January, often seen as the most antisocial month of the year.
To help break the ice, Heineken® 0.0 will be offering commuters free alcohol-free beer at Waterl0.0 station on 15 and 16 January, inviting Londoners to say ‘cheers’ in a place where silence usually reigns supreme and proving that while alcohol may be banned on the Tube, socialising doesn’t have to be.
Passengers not only avoid starting conversations – they actively avoid it: 16% admit they’ve faked sleeping to avoid chatting, 14% have worn sunglasses, and 41% say they keep their eyes glued to their phones – even to the extent that 34% have missed their stop.
When commuters do socialise, they surprise themselves: almost half (49%) say they’ve felt uplifted after chatting to a fellow passenger, and 23% said they’d met a new friend by conversing on the Tube.
Passengers may have already spotted that HeinekenⓇ 0.0 has taken over the Bakerloo Line, while commuters at Waterloo – or Waterl0.0 – also spotted new signs on their journeys yesterday morning. Next week, those over the age of 18 at Waterl0.0 station will be able to get a free can of HeinekenⓇ 0.0 from a specially designed fridge in the shape of the TfL roundel.
Better yet, commuters at Waterloo can continue the conversation after their journey, collecting HeinekenⓇ 0.0 x TfL Oyster Card holders that show you where you can enjoy a refreshing 0.0 on draught in London.
Stephanie Dexter, HeinekenⓇ Marketing Manager said: “Conversation might not come all that naturally when seasoned London commuters are on their Tube journeys, but if there’s one thing that helps people socialise, it’s saying ‘cheers’ over a cold (alcohol-free) beer.
This January, more Londoners than ever will be enjoying an alcohol-free beer, with 416* pubs now stocking Heineken 0.0 on draught in the capital and sales up 38% year-on-year**.
Drinking or carrying open containers of alcohol has been banned on all TfL services since 2008+, but this campaign marks the first time the millions of people across the UK who use the Tube each year are being reassured that alcohol-free alternatives are acceptable.
