The Brief

Heineken 0.0 was set to unveil its 1,000th draught tap in the UK, marking a major milestone as the most widely available no and low alcohol pint in pubs nationwide. The challenge to COW was to deliver a campaign that consumers would connect with. To create something that made people sit up, take notice and had widespread appeal to national, consumer, trade and regional press. 

To mark this achievement, we knew we had to go big – with an idea that not only propelled Heineken 0.0’s category-leading status into the spotlight, but that also celebrated the hundreds of pubs nationwide championing the no and low movement. Our goal was to amplify the message that there’s always a choice, and that it’s never been a better time for pubgoers to enjoy the atmosphere without needing an alcoholic pint.

It needed to be fun, engaging and reflect the scale of Heineken 0.0’s distribution achievement.

The Big Idea

We brought together 114 pubs across the country for a round of epic pour-portions by setting a world record for the most amount of pints poured simultaneously.

The attempt was fittingly ‘captained’ by Heineken 0.0’s brand ambassador Gareth Bale. We engaged and onboarded pubs from all corners of the country, ensuring they were briefed and fully equipped, with rehearsal runs in the days leading up to ensure everyone was primed and game-day ready for The Big Pour. 

Upon our success, we announced Heineken’s record-setting status to the media with imagery of Gareth Bale officially unveiling the 1,000th Heineken 0.0 tap, alongside photographs of the Guinness World Record presenting the record certificate to Heineken stakeholders and one of the 114 publicans involved in the attempt. 

To create further buzz, we also secured interviews with Welsh footballing legend and ‘captain of The Big Pour’, Gareth Bale in Metro and Men’s Fitness to talk about his role as Heineken 0.0 brand ambassador and how setting the world record highlights that non-drinkers, or those who just don’t fancy an alcoholic drink at the pub, have never had more of a choice. 

The Results

The Big Pour campaign resulted in 56 pieces of coverage, with highlights including The Sunday Times, Metro, The Mirror, Daily Star, The Sun, Daily Express and Men’s Fitness. Overall, we exceeded set targets, helped bring a celebratory moment to Heineken 0.0’s achievement, and raised awareness for the wide availability of its no-and-low draught pint.