Heineken 0.0 at Grand Central Terminal
The Brief
Heineken wanted to make a bold statement for its 0.0 brand during the US Open — putting non-alcoholic beer in the spotlight at the heart of New York City.
The goal: deliver mass trial at scale, generate buzz, and show commuters that Heineken 0.0 is the perfect fit for every occasion.
The Experience
Purity designed and produced a 15-day experiential takeover at Grand Central Terminal, one of the busiest commuter hubs in the world.
Our mission was simple but ambitious: keep the samples flowing, keep the cans ice cold, and make sure every interaction delivered a premium experience.
To bring it to life, we:
- Created visibility with two bespoke US Open “Love.Love” installations.
- Recruited and trained a 40-strong Brand Ambassador team to sample, stock, and keep energy levels high.
- Engineered precision logistics that allowed us to achieve an unprecedented throughput while maintaining a perfect serve
The Results
The campaign smashed through targets, supported by seamless operations in one of the most demanding environments in the world.
108,892 cold cans sampled — exceeding our KPI of 100,000.
An average of 7,200 samples per day in just 15 days.
11.25 million visitors passing through the concourse, giving Heineken 0.0 unrivalled visibility.
The Impact
This was non-alcoholic beer at scale – bold, confident, and impossible to miss.
By delivering one of Heineken’s largest US sampling activations to date, Purity proved that Heineken 0.0 belongs at the center of culture: from the world’s busiest transit hub to the world’s greatest tennis stage.
