Heineken 0.0 “One for the Road”

Ensuring hikers stay hydrated with remote bars across Ireland

THE REMARKABLE EXPERIENCE

We wanted to connect with those authentic social moments that you feel would be perfect for a beer but traditionally you couldn't have one. Heineken 0.0 and the 'One for the Road' bar solves that need. Now you can.

Our task was to deliver a a creative-led live experience as the catalyst of a through-the-line campaign plan which communicates the emotional and social benefits of Heineken 0.0. The concept had to utilise the brand’s “Now You Can” global comms platform as inspiration to showcase the benefits of a fresh perspective whilst also having a qualitative sampling plan at the heart.

THE IDEA

The “One for the Road” Bar was created. A traditional bar experience in some very non-traditional locations. A hike and a pint? Now you can. 

Our custom made bar and patio popped-up in some of Ireland’s most picturesque locations in August and September 2021, rewarding thirsty hikers with a complimentary and freshly poured pint of Heineken 0.0 to enjoy with some unforgettable views.  Beforehand we had some tactical social media teasers lined up to give hints as to the locations.

INSIGHT

By appearing in unexpected and nontraditional drinking locations we become the catalyst for consumers to challenge conventions around beer. With research showing that 75% of Irish consumers are more comfortable ordering a non-alcoholic drink than ever before, and with over 60% of consumers planning for a more balanced lifestyle as the nation reopened, now is the perfect time to look with a fresh perspective. You can have a beer and still be able to do all the other things you want to achieve.

The experience campaign was supported by social and influencer content live from the bars during the activations.

PERFORMANCE

Anna Walsh, brand manager at Heineken 0.0, said "We're truly excited to see the 'One for the Road' bar come to life. At Heineken® 0.0 gone are the days that 'not drinking' was viewed as boring and unsociable and this unique bar is another step in the right direction to challenge the status quo. Honey & Buzz are a team of creative experts and have, once again, exceeded our expectations."