16 January, 2026

As part of its Dry January promotion, Heineken introduced a playful twist on the Bakerloo line signage by adding “0.0” references to its alcohol‑free range. Station names such as Waterloo were temporarily changed to Waterl0.0 and Oxford Circus became Oxf0.0rd Circus, to draw attention to their zero‑alcohol options during a month focused on moderation.  

The campaign quickly faced criticism. Accessibility advocates expressed concern that altering well‑known roundels could cause unnecessary confusion, particularly for passengers who depend on consistent and predictable visual information. They noted that even small changes to navigation cues can complicate travel for people with visual impairments, learning disabilities, neurodivergent conditions, or anyone who experiences fatigue or brain fog. For these groups, clarity is not just helpful but essential for safe and confident travel. 

We think this raises a broader challenge. At a time when attention spans are ever shorter, and the bar for what cuts through continues to rise, there is an ever-increasing need for creative and innovative approaches to communications and messaging. And this is particularly important when the message has positive intent.  

Public spaces provide a great opportunity for non-digital experiences that can win head space, so the appeal for using them is easy to understand. But this of course needs to be balanced with inclusivity and accessibility. And this is where the tension lies. 

Some have argued that given the modified signage still retained the core station names, most passengers could likely recognise them without difficulty. There’s also the fact that commercial partnerships like these generate additional revenue for the transport network which can support wider improvements across the network.  

There’s no simple answer, because striking the right balance between creativity, clarity, and inclusivity isn’t simple either. The best solutions will be those that successfully deliver on all counts – exciting and disruptive advertising, for products and services with positive impact, delivered in a way that everyone can enjoy.  

By Tulika Agarwal