To preserve the legacy of Ireland’s historic pubs by transforming them into virtual museums, helping them gain cultural recognition and access to financial support. Heineken aimed to highlight the social and historical value of these pubs while reinforcing its brand mission: bringing people together to enjoy richer social lives.
Campaign Overview
Irish pubs are more than places to drink—they’re cultural landmarks, storytelling hubs, and community anchors. Yet, due to rising costs, taxes, and inflation, nearly 150 pubs close every year in Ireland. Heineken’s campaign reimagined these spaces as Pub Museums, blending heritage with modern technology to safeguard their future.
Each participating pub was equipped with:
Historical artefacts
Augmented reality (AR) overlays
Audio guides and digital souvenirs
A plaque reading: “This pub is a museum”
Visitors could scan QR codes to unlock stories, legends, and local history—turning a pint into a portal through time.
Problem
The hospitality sector in Ireland was facing a crisis:
A quarter of historic pubs were closing annually
These venues lacked access to museum-level protections and funding
Younger generations were drifting away from traditional pub culture
Heineken needed to reassert its relevance in a changing social landscape
Execution
The campaign launched at Toners Pub in Dublin, one of the city’s oldest establishments, with an event featuring local celebrities and influencers. It expanded to four more pubs across Ireland, each curated with its own digital exhibit.
Key elements included:
AR storytelling: Visitors used their phones to reveal hidden histories
Digital museum experience: Audio tours, interactive timelines, and virtual keepsakes
Strategic partnerships: Worked with the Irish Heritage Council to explore official museum accreditation
Social media amplification: Encouraged visitors to share their experiences using campaign hashtags
Brand Impact
Heineken successfully repositioned itself as a guardian of culture, not just a beverage brand. The campaign:
Strengthened emotional ties with Irish consumers
Elevated the brand’s role in community preservation
Created a new category of experiential marketing: social drinking meets cultural tourism
Results
Widespread media coverage across Ireland and Europe
Increased foot traffic to participating pubs
Positive sentiment across social platforms
Recognition from industry bodies for innovation and social responsibility
Sparked discussions about museum accreditation for pubs, unlocking potential tax benefits and grants
- Award-Winning: Gold at The Drum Awards for Experiential Responsible Activation
Lessons Learned
Cultural storytelling builds brand equity: By honoring local history, Heineken deepened its emotional resonance
Experiential marketing can drive policy change: The campaign didn’t just raise awareness—it opened doors for real-world support
Technology enhances tradition: AR and digital tools made heritage accessible and engaging for younger audiences
Purpose-driven branding wins loyalty: Consumers respond to brands that protect what matters
