Heineken Hijacks the Underground to Celebrate Dry January

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What if, just this once, drinking a beer on the subway was allowed? In London, Heineken 0.0 and Transport for London (TfL) teamed up on a playful, highly symbolic activation by temporarily renaming the iconic Bakerloo Line as “Bakerl0.0.”

Created for Dry January, the campaign bends the Tube’s famously strict codes with humor, without a drop of alcohol. For two weeks, select platforms and stations featured tweaked names like “Oxf0.0rd Circus” and “Waterl0.0,” paired with bespoke signage.

It’s a first for TfL, which allowed brand elements to be integrated directly into the network’s visual identity.

Beyond the visual wink, the activation lands a cultural point: drinking a beer on the Underground is now “allowed”as long as it’s 0.0%. Heineken cleverly flips one of the Tube’s best-known rules to spotlight its non-alcoholic offering, aligning perfectly with January’s sober reset.

The idea extended offline with free Heineken 0.0 tastings at Waterloo Station on January 15–16, delivered via a branded fridge and paired with Oyster card holders, transforming an otherwise impersonal commute into a small, convivial moment.

Sparking Conversation in a City Known for Silence

There’s also a social ambition baked in. Heineken leaned on research showing that while most commuters avoid interaction, nearly one in two say chatting with a stranger actually improves their mood.

By pairing alcohol-free beer with spontaneous conversation, the brand aims to break the ice in one of London’s most rule-bound public spaces, staying true to Heineken 0.0’s positioning around shared moments, even without alcohol.

Unsurprisingly, the takeover sparked debate. Some groups raised concerns about altering familiar wayfinding for vulnerable riders. TfL responded by noting the campaign was carefully assessed, and emphasized that the revenue helps fund the transport network.

Still, love it or hate it, the activation stands out as one of London’s most visible, and discussed, campaigns of the year so far. By playing with the rules without breaking them, Heineken 0.0 put no-alcohol culture exactly where you wouldn’t expect it: on the platforms of the London Underground.