Heineken 0.0, the UK’s leading alcohol-free beer, is bringing to life its unique partnership with ITV’s Coronation Street by giving Co-op’s drinks aisle the ‘Wetherfield’ treatment throughout February.
As proud product placement partners of ITV’s ‘jewel in the crown’, Coronation Street’s famous characters are often seen enjoying a ‘pint of Zero’ in the Rovers Return. And now shoppers can walk the cobbles in the Co-op as the partnership is brought to life in stores.
The unique partnership for Heineken 0.0 and ITV will see 1,800 Co-op stores nationwide activate the campaign with eye-catching 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 huge window display will showcase the partnership.
James Crampton, Corporate Affairs Director at HEINEKEN UK says: “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, ITV said: “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.”
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