"For two weeks this January, the Bakerloo line will become the Bakerl0.0, as part of TfL's partnership with the alcohol-free beer brand. The transport bosses will be making an exception to the 'no boozing on the tube' rule thats been in place since 2008 so long as you are sipping on a can of TfL-approved Heineken 0.0. So don't take this as an excuse to start chugging BuzzBallz on the Central line."
"As well as the Bakerloo's temporary name change, travellers will see the use of 'Oxf0.0rd Circus' and 'Waterl0.0' on Underground signage throughout the period of the brand activation. The travel honchos also hope that by giving out drinks they will encourage busy commuters to stop for a chin-wag with a stranger, instead of doing the usually thing of whacking on a pair of noise-cancelling headphones and wilfully ignoring one another."
"This comes after a study that found that 63 percent of Londoners said they would be 'very unlikely' to start a conversation on the Underground, with 16 percent of people saying they've faked sleeping to avoid chatting, while 14 percent have worn sunglasses, and 41 percent say they keep their eyes glued to their phones. However, nearly half of respondents said they felt uplifted after chatting to a fellow passenger, and nearly a quarter said they made a new friend on the tube."
Transport for London will temporarily rebrand the Bakerloo line as Bakerl0.0 for two weeks in January to promote Heineken 0.0. Branded roundels and station-name variations such as 'Oxf0.0rd Circus' and 'Waterl0.0' will appear across Underground signage. TfL will make an exception to the no-alcohol-on-the-tube rule for alcohol-free Heineken 0.0 and will distribute free cans from a roundel-shaped fridge at Waterloo Station on January 15 and 16. The campaign aims to encourage commuters to converse more, citing a study that found many Londoners avoid starting conversations but feel uplifted after chatting and sometimes make new friends.
Read at Time Out London
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