Heineken turned Bakerloo line signs into 'Bakerl0.0' and 'Waterl0.0' for Dry January

Promote Heineken's zero-alcohol range to Londoners cutting back in January, as the Dutch brand said it wanted to help keep their social lives on track.

Rewrite the Tube's own station names so the double 'o' becomes the '0.0' of Heineken's zero-alcohol range: Bakerl0.0, Waterl0.0.

In a deal with Transport for London, signage along central London's Bakerloo line stations was rebranded as 'Bakerl0.0' and 'Waterl0.0'. The BBC calls it more subtle than earlier commercial Tube rebrands such as Burberry's 2023 renaming of Old Street and Bond Street stations.

Transport for All said the stunt risked 'unnecessary confusion' for some passengers. TfL said ad deals raise extra funding and are assessed so they do not impact services. The BBC reports no sales results.

In January 2026 Heineken ran a Dry January advertising campaign on the London Underground that rebranded signage along the central London section of the Bakerloo line as 'Bakerl0.0' and 'Waterl0.0'. The Dutch brand said it was partnering with Transport for London to help keep Londoners' social lives on track during what is an alcohol-free month for many, and the campaign promotes its zero-alcohol products.

The BBC described it as TfL's latest commercial Tube rebranding deal and noted it was more subtle than earlier ones, including Burberry's 2023 renaming of Old Street and Bond Street stations. TfL earned £500,000 from the Burberry takeover, according to the BBC.

Disability rights charity Transport for All objected. Its representative Emma Vogelmann said getting around London with confidence depends on consistent, recognisable information, and that altering name and navigation signs creates unnecessary confusion, particularly for people with visual impairments, learning disabilities or neurodivergence, or those who experience fatigue or brain fog.

TfL's Emma Strain said TfL is always keen to work with brands to create new experiences and that the funding raised from advertising is invested in improving the network. TfL added that campaigns are fully assessed so they do not impact services, staff or customers.

The pun reuses letters already in the station names, so the brand mark appears where passengers cannot miss it.

Timing it to Dry January matched a zero-alcohol product to the month people are most open to it.

Putting an ad on wayfinding signs turns the transport network into media, which also draws criticism from accessibility groups.

The deal shows the commercial logic for TfL: advertisers pay for the network, and the money funds improvements.

A brand-name pun on public wayfinding wins attention, but changing navigation signs invites an accessibility objection that the brand has to answer.

The BBC reported the objection and TfL's response but gave no sales or awareness results, and no reversal of the signage.