Heineken “Pub Succession”

Every once in awhile, a marketing campaign comes along where I can’t wait to see the actual outcome. Well this is one of them …

Source: YouTube

This is a fact that I did not know: Family-owned pubs in Ireland must be named after the family that owns them. So as a result, these pubs tend to be handed down in the families generation after generation, with their names over the door. Therefore the pubs only really change names/hands when the family doesn’t have a successor.

Enter McLoughlin’s Pub in Achill Island in a remote part of Ireland. A family pub since 1870, now run by a fourth generation McLoughlin. But now that the current family owner is nearing retirement, there is no successor in the family to carry on ownership and therefore carry on the pub’s name. Oh no.

Enter Heineken to help solve the problem. The brand created a national campaign in Ireland to find a “McLoughlin” to take over the pub so that the name could in fact carry on, albeit with another family. Take a look …

This is a local brand campaign that took on a global appeal, propelling the brand as it pulled at the heart strings of not just beer lovers but families too. And entrepreneurs. Along with the very subtle nod to our obsession with “Succession” which didn’t hurt either. :)

It’s only been about a month since the campaign launched, so we don’t know the outcome yet. I’m on the edge of my seat. I’m really eager to meet the McLoughlin who takes over the pub, bringing on an entirely new family of owners. I’m betting it’ll spark an entirely new campaign, as well it should.

Smart. A truly human campaign with local roots, global relevance, and longevity. Perfectly tied to the brand.

Stay tuned!

What’s your experience?