Honey+Buzz, the Dublin-based agency that is now owned by Allied Global Marketing, has rolled out an innovative new pop-up experience platform called “One for the Road” for Heineken 0.0.
Since it was launched in 2018, Heineken 0.0 has become the leading non-alcoholic beer in the Irish market and it has strived to challenge conventions around typical beer consumption moments and alcohol moderation. With this in mind, Honey+Buzz has created a custom-built but traditional pop-up bar experience which will be rolled out in some very non-traditional locations.
Having launched “One for the road” at Bray Head in Bray, Co. Wicklow last weekend, Heineken will take the pop-up to other locations in Ireland throughout the month of September. Each location will be revealed on the @heinekenireland Instagram profile. The bar’s next stop this weekend is Spanish Point in Co. Clare.
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 reopens, it’s clear that there is a growing trend towards alcohol-free alternatives.
According to Paddy Davis, Honey+Buzz co-founder: “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.”
Anna Walsh, Heineken 0.0 brand manager adds: “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.”
Creative Director: Rory Millar
Production Designer: Rob Bannon
Account Director: Paddy Davis
Senior Account Manager: Fabrizia Telles
Account Executive: Grace Sallis
Production Company: Notions Creative
Videography: Taller Stories
Photography: Mark McGuinness
PR: Laura Wall & Lucy Carroll, Thinkhouse
Media: Amy Jope, RedStar
Brand Manager: Anna Walsh
Assistant Brand Manager: Colin Doyle
Marketing Manager: Mark Noble