Work

The Approach

At the heart of the story was McLoughlin’s Bar, a historic pub on Achill Island, run by fourth-generation publican Josie McLoughlin. As Josie’s children embarked on other career opportunities, there was no family Successor to take over. The family pub, which had been run by McLoughlin family for three generations, faced closure.

Heineken® Ireland stepped in with a bold plan: launch a global recruitment campaign to find a new owner, specifically someone with the McLoughlin surname, to keep the name above the door and the legacy alive.

The campaign, developed by Publicis Dublin and LePub and delivered in partnership with THINKHOUSE, The Romans, Dentsu Red Star and Banjoman combined emotional storytelling with smart global reach. The idea connected deeply with local audiences before capturing the hearts of people, and media, across the world.

The Output

Pub Succession became a worldwide talking point, capturing the imagination of media and audiences across the globe:

• 1.19 billion in earned media reach
• Coverage in 128 countries
• 88 million Irish diaspora targeted
• Over 2,000 applicants via PubSuccession.com
• 1 successor – Alan McLoughlin, a Canadian-based Irishman

THINKHOUSE ensured that the Irish public, media and cultural voices were central to the conversation, securing high-impact domestic coverage and driving national pride, the heartbeat of the campaign happened here, at home in Ireland, and reverberated in countries around the world.

The Outcome

The campaign didn’t just save a pub; it preserved a legacy. By putting community, culture, and heritage at the core, Heineken® Ireland created a global story with deeply local roots. Pub Succession successfully positioned Heineken® as a brand that stands for more than just beer. It stands for the people, stories and spaces that define Ireland’s unique pub culture.

The campaign’s impact was recognised on the world stage, scooping five Cannes Lions and solidifying Pub Succession as one of the year’s most celebrated brand initiatives.

Fiona Curtin, Marketing Director, Heineken® Ireland, commented:

"From the west of Ireland to Times Square, the idea resonated because it was honest, human, and urgent — a story centered around publicans; those who make the pub industry in Ireland what it is. To be recognised with multiple awards at Cannes is a testament to the collaboration between our global and local Heineken® brand teams and agency partners, and the real customer insight that powered this campaign."

Heineken®’s purposeful intervention has helped ensure that McLoughlin’s Bar remains a beating heart of Achill Island, and continues to serve its community for generations to come.