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Bakerl0.0 line - new TFL advertising

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LUYMun

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No, the title isn't a typo. The latest iteration of renaming signs into whatever slogan the sponsors have paid for is now the Bakerloo line becoming the "Bakerl0.0 line" for Heineken's 0-alcohol beer. Not my picture but have seen this one online taken at Paddington station.

bakerl0.0.jpeg
Bakerl0.0 line
Northbound platform 3


list of stations to Harrow & Wealdstone


Keeping your social life on track - Heineken
 
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Mojo

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With Kilburn Park in the wrong place!

l've seen one that also shows Oxford Circus with some added 0.0s in it.

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Isn't there something about beer not being allowed to be advertised on TFL property?
l think you're confused by the junk food ban, which restricts advertising of food and non-alcoholic drinks that are high in fat, salt, and sugar.
 
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WIJunction

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With Kilburn Park in the wrong place!

l've seen one that also shows Oxford Circus with some added 0.0s in it.

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Heineken roundel at Paddington and the Bakerl0.0 SB and NB map at Paddington with Maida Vale & Kilburn Park incorrectly ordered
 

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ballas

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Did they miss out the Jubilee line interchange at Waterloo on that route diagram? And weird that the Overground line names have vanished. Not to mention Kilburn Park being in the wrong place... :|
 

Lockwood

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I was going to ask about this yesterday. Saw a picture of a Bakerl0.0 sign, came here to see if it was being discussed (or was real).
Saw another picture just now and checked.

They're learning from the Balfour Beatty Street? Blueberry Street? Whatever it was thing, which is a good thing. To get the stations in the wrong order and not get that during proof reading (pun not intended) is unbelievable. Or should be unbelievable.


It's not a total rename like Old Street, not a map redesign like circle to search (error notwithstanding), and Bakerl0.0 looks near enough to Bakerloo... It still feels like a bit of a cash grab, but TfL do need it. So is this the best one of these exercises we've seen for a while?

I suppose they could have sponsored the warning stickers? "Drinking from an open container of alcohol is not permitted. So drink this 0.0 beer instead"!!!
 

bluegoblin7

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This is an odd one. In some places it's good - excellent, even. The worst lessons have been learnt from some of the previous takeovers (Burberry Street probably being the most well known, but not necessarily the worst).

However, the total lack of proof reading and basic line geography lets it down. And yes: I've visited every station on the core section of the line line so you don't have to.

I suspect it's still rolling out as it certainly seems to be geared up to cover the whole line, and there are some notable omissions - Oxf0.0rd Circus being one of them. This would also explain the lack of PR around this so far, and does at least give hope that the errors will be resolved before it 'goes live' properly. That does not, of course, absolve of errors so far.

Today, Waterl00, Piccadilly Circus, Baker Street and Paddington all have branded roundels (at minimum) at platform level, on both roads. It isn't every roundel, and particularly at Waterloo (the most branded) it doesn't feel too in your face, nor particularly confusing - plenty of 'standard' roundels and frieze remains in place. Interesting, the 0.0 here is in Heineken's typeface, with the 'Waterl' being in Johnston.

At all of the above plus Embankment, Maida Vale and Edgware Road there are also line diagrams for the 'Bakerl0.0 line'. Here, all of these are in full Johnston, and this blends in very well from a distance and doesn't really cause any issues as it is easily parseable as Bakerloo. As far as I could tell, other fixed signage and cross-track diagrams remain unaltered. All have the blue Heineken 0.0% branding at the bottom, with a selection of different slogans.

These are where it gets interesting, though. Waterloo features the 1990s-style coloured 'ticks' at interchanges that this station's diagrams usually have, and has the order of stations shown correctly. There is reference to the Elizabeth line at Paddington (albeit without a suitably coloured tick), but there is no reference to the Overground at all, let alone line names. And it is worth saying: nowhere makes reference to the Lionness line.

Embankment is error free (notwithstanding Lioness line) and has correct stations and correct interchanges throughout. Interestingly enough they've even covered a small diagram in the connecting passageway between the Bakerloo and the Northbound Northern line, which has a very long standing error on an enamel diagram, so for the first time this station is 'right'...

Piccadilly Circus replicates the Maida Vale/Kilburn Park switch referenced above. There is no reference to Overground or Elizabeth line.

Baker Street features the Maida Vale/Kilburn Park switch, and goes one further by placing the interchange blob at Maida Vale(!). However, Overground and Elizabeth line both appear.

Edgware Road (Bakerloo) is probably the most accurate - the line orderings are correct, the Overground and Elizabeth line are shown, and there are no erroneous NR interchanges. It even correctly shows River Services at Embankment and Waterloo.

Paddington is one of the better ones - all of the stations are in the correct order, but there are some errors with interchanges - NR double arrows are shown (erroneously for TfL, if not technically correct) at Queen's Park and Willesden Junction, and Kenton is an unqualified Metropolitan line interchange. However, there is also a combined 'whole line' diagram at ticket hall level that is the same level of 'correct' as Edgware Road.

Maida Vale is the only station to be absolutely correct... at least on the Southbound diagrams. Northbound is a different story, with the first station to the North being Queen's Park (change for National Rail). No mention is made of the Overground at all, but Willesden Junction again has an NR interchange.

Stations not mentioned do not currently (08/01/26) have any takeovers.

I'll upload some photos later on once I've transferred them from my phone.

In a word: shoddy.
 

Russel

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l think you're confused by the junk food ban, which restricts advertising of food and non-alcoholic drinks that are high in fat, salt, and sugar.

Indeed, anyone on social media can't have not noticed the many Ricky Gervais Vodka adverts and their many parody adaptations!
 

Thirteen

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They missed the opportunity of doing W0.0d Lane but that's not on the Bakerloo Line so it's moot.
 

Cdd89

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I suspect brands do this knowing the backlash it will cause, because any publicity is good publicity. Even though the balance of opinion above is negative, there are a lot of us now thinking about Heineken 0.0% Beer. If I were really conspiratorial, I'd suggest that they swapped Kilburn Park and Maida Vale intentionally - but I think even TfL wouldn't let that fly.
 

thomalex

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I don't mind this one. Yes a bit of a mess up with the line diagrams but no station renaming and the line name is clearly Bakerloo. It adds a bit of fun to the network for a tempory period.

One think I would like to see is the occasional wrapped train but TfL don't seem to be open to this. Last one was the Yellow Pages train in the 90s I believe
 

bluegoblin7

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Rugby World Cup 2015 would be one of the more recent
I've not got the full list to hand but I believe the last full wrap was the short-lived 'Heart of Russia' campaign in 2017, which was pulled for political reasons a day or two into the run.

There have been a few partial car wraps - I want to say there was one advertising wrap post-Covid, but I can't immediately recall the details. The rest have been partial wraps for London Poppy Day, primarily on S stock.

An honourable mention should also go to L51, the Battery locomotive that received a Pride wrap a couple of years ago.

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Out of interest, what is this error, please, that's now 'correct'?
Willesden Junction is erroneously described as Willesden Green. I usually don't comment on things like this publicly as they have a habit to disappear quite quickly, but this one has been in place for well over a decade (at least) now...

Baker Street also has 0.0 roundels.
As I said yesterday...
Today, Waterl00, Piccadilly Circus, Baker Street and Paddington all have branded roundels (at minimum) at platform level, on both roads. It isn't every roundel, and particularly at Waterloo (the most branded) it doesn't feel too in your face, nor particularly confusing - plenty of 'standard' roundels and frieze remains in place. Interesting, the 0.0 here is in Heineken's typeface, with the 'Waterl' being in Johnston.

Since my report yesterday I've noticed a litany of further errors, which I'll try and post up later today.
 
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Cdd89

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One think I would like to see is the occasional wrapped train but TfL don't seem to be open to this. Last one was the Yellow Pages train in the 90s I believe
Depends if we're talking partial wraps or full wraps (including windows). The latter would be depressing on the above-ground portions of the network.
 

bananas

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I saw this at Charing Cross today and assumed it was just a hidden reference you the fact that mileages start from Trafalgar Square.
 

Lockwood

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Road mileages do, tube mileages are from Ongar. (Or has that been updated?)
 

boiledbeans2

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[...]

There have been a few partial car wraps - I want to say there was one advertising wrap post-Covid, but I can't immediately recall the details. The rest have been partial wraps for London Poppy Day, primarily on S stock.

[...]
There's also a Jubilee carriage in TfL25 right now.

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I suspect brands do this knowing the backlash it will cause, because any publicity is good publicity. Even though the balance of opinion above is negative, there are a lot of us now thinking about Heineken 0.0% Beer. If I were really conspiratorial, I'd suggest that they swapped Kilburn Park and Maida Vale intentionally - but I think even TfL wouldn't let that fly.
As you say, any publicity is good publicity. It's now on BBC news. I think Heineken has ran a successful campaign. The only let down is TfL not proof reading the maps.
Signage along central London Bakerloo line stations is being rebranded as "Bakerl0.0" and "Waterl0.0" as part of an advertising campaign by Heineken to promote its zero alcohol products.

Emma Vogelmann from Transport for All said getting around London with confidence and ease depended on having "consistent, recognisable information across the Tube network".

Transport for London (TfL) said advertising campaigns provide additional funding and are "fully assessed to ensure they do not impact services, staff or customers".
 
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Pegpilot

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Well who remembers Surrey Docks on the ELL being renamed Surrey Quays back in the 80's to reflect a new commercial development ? There was an in joke at the time that the intended name was Sarah Quays (Keys), who was having a fling at the time with then Transport Secretary Cecil Parkinson.
 

Horizon22

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This isn't so bad - Burberry Street was an abomination - but redoing the line diagaram and then getting it wrong is a grave error.
 

Railguy1

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Looks awful. I am completely against any sort of renaming like this. There are huge advertisement boards everywhere. Use one of them instead of altering signage intended to guide and inform people.
 

Pegpilot

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I agree with you, Railguy, When I was a tube manager, brand protection and purity was rammed home to every one of us, and what's going on here would have been complete anathema. And quite right too. As you say, there's plenty of scope for advertising on stations and in trains without the need to dilute and compromise the (world famous) brand. I had considered reporting the fast food outlet in my Midlands town that's been using the Roundel unauthorised for months, but seeing as how TfL have so little respect for it themselves, I shan't bother.
 

nw1

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It just looks silly.

Traditional advertising is fine - don't have a problem with all-over train advertising for instance - but this just looks tacky, and changing the names on info signs looks unprofessional.
 
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