Heineken’s campaign wants to find a successor for this pub
Creative agencies LePub and Publicis Dublin were in charge of the advertising campaign.
Heineken’s campaign is looking for someone with the last name McLoughlin to run this pub.
Ireland is a country full of traditions and takes great care of its legacy. One of these traditions is the “Public House”, places where alcoholic beverages are served, better known as “pubs”. In 1872, a law was passed in Ireland stating that anyone opening a pub had to have their family name on the sign.
Now, many pub owners have no heirs, which could lead to the disappearance of many historic establishments. To prevent this, Heineken has launched a campaign to find someone with the same last name as one of these historic venues.
“Pub Succession” is the title of the Heineken campaign created by the creative agencies LePub and Publicis Dublin. The brand aims to support pubs and preserve the legacy and culture of traditional bars.
The protagonist is Joseph “Josie” McLoughlin, who has run the McLoughlin’s Bar on Achill Island since it was founded in 1870. Little “Josie” was born in the upstairs apartment of the establishment and represents the fourth generation of his family to run the business. However, with his retirement approaching and no direct heir, he is looking for someone to continue the legacy of McLoughlin’s Bar.
According to Josie: “I have no one to leave the pub to, and I had resigned myself to selling it outside the family, losing the McLoughlin name in history. That would break my heart. I would love to find a McLoughlin descendant who wants to continue this story and keep the pub in the family.”
To prevent this, Heineken has launched a global campaign to find someone who can inherit the pub. The only condition? They must have the last name McLoughlin. The campaign includes billboard ads and digital media promotions in cities with strong Irish influence, such as New York, Boston, Sydney, Auckland, and Buenos Aires.
The Heineken campaign is not just about saving McLoughlin’s Bar, but also about raising awareness of the importance of preserving these spaces. For the new “McLoughlin,” the brewery will offer a succession package that includes mentorship, business support, and assistance with the initial investment.
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