Alcohol-free beer Heineken 0.0 is bringing to life its product placement partnership with ITV’s Coronation Street by giving Co-op’s drink aisles the ‘Wetherfield treatment’.
The tie-up between Heineken 0.0 and ITV will see 1,800 Co-op stores activate the campaign with floor stickers, digital screens, shelf talkers, and more, all with the unmistakable design of the cobbles made famous by the ITV soap, with the strapline “0.0% Alcohol, 100% Drama”.
The flagship Co-op store in Media City, Manchester, will see the entire beer aisle transformed into a Wetherfield cobbled street and a large window display will also showcase the partnership.
James Crampton, Corporate Affairs Director at Heineken UK, said: “It was groundbreaking to be the first real-world beer proudly served in the Rovers Return, highlighting the choice of alcohol-free beer to millions of pub-going viewers. The collaboration with the Co-op brings the visibility of alcohol-free beer to even more people with a hugely eye-catching activation that brings three much-loved brands together.
“Many people will have tried alcohol-free alternatives during January, so continuing the awareness into February, will help people make smarter choices on the level of alcohol they consume.”
Mark Trinder, Director of Commercial Sales & Partnerships at ITV, added: “Our partnership with Heineken 0.0 keeps going from strength to strength and it’s great to see this brand-new activation working so well for Coronation Street.”
NAM Implications:
- Moreover, given the prognosis for traditional TV in the face of retail media…
- …anticipate more initiatives of this kind.
- Both in terms of national roll-out…
- …and similar in other categories.
