London Underground passengers have identified a potentially misleading error in a temporary advertising rebrand of the Bakerloo line, part of a high-profile deal with brewer Heineken.
The 'Bakerl0.0' Campaign
As part of a campaign promoting Heineken's 0.0 alcohol-free beer during 'Dry January', Transport for London (TfL) agreed to a creative rebrand. The initiative, which began on 9th January, sees the letter 'o' in station names replaced with zeros on signage.
This clever wordplay temporarily renames the Bakerloo line the 'Bakerl0.0 line'. Key Zone 1 stations like Oxford Circus and Waterloo have been altered to 'Oxf0.0rd Circus' and 'Waterl0.0' respectively. The campaign is active at several central London stops including Piccadilly Circus, Charing Cross, and Marylebone.
The Paddington Station Blunder
However, the marketing activation has hit an awkward snag. A sharp-eyed commuter noticed that a specific sign at Paddington station displays stations on the Bakerloo line's southbound route in the incorrect sequence.
The sign erroneously places both Maida Vale and Kilburn Park in the wrong order, a mistake that could misdirect passengers unfamiliar with the line's layout. The error was highlighted on the popular Reddit forum r/london, sparking a debate about advertising on the network.
One critical user commented: "If you are the TfL commercial partnerships manager, you work to one principle: Don't f*** up the usability of the Tube in order to make ad revenue." Another raised concerns about accessibility, stating: "Some signs should never be compromised for advertising... What a way of making users confused."
Reaction and Reassurance from TfL
Despite the criticism, some Londoners saw humour in the situation, with one joking the sign "must be pissed". Others noted the increased attention might ironically signal a successful advertisement.
Emma Strain, Customer Director at TfL, defended the partnership in a statement to the London Standard: "We are always keen to work with brands to create new experiences for the millions of people who travel on our network." She emphasised that all activations are fully assessed to avoid impacting services or customers, and that the revenue generated is reinvested into London's transport network.
The Heineken campaign, expected to raise a six-figure sum for TfL, also includes experiential elements. The brewing giant will be handing out samples of its alcohol-free beer at Waterloo station on Thursday 15th and Friday 16th January.
Stephanie Dexter, Heineken's Marketing Manager, said the campaign aims to spark conversation among typically reserved commuters, citing a survey where 63% of passengers said they would be 'very unlikely' to chat on the Tube.
TfL has clarified that, while a ban on drinking alcohol or carrying open containers of alcoholic drinks has been in place since 2008, alcohol-free beer is permitted on the Underground.
