In Ireland, pubs are more than places to drink, they're cultural pillars. Since 1872, it's been law to display the family name above a pub's door. That legacy is fading. 84% of publicans say their families don't want to take over the pub when they retire. The traditional family pub is dying.

Heineken transformed a local heritage crisis into a global search for a successor: a movement that brought attention to Ireland's family pubs by turning the search for a successor for McLoughlin's pub from a local issue into an international cause, and giving hope to dozens more family pubs.

The results:

Over 2,000 applicants from across the globe. 88 million people reached across 128 countries. 3,000+ media hits including the New York Times, BBC and CNN. 200% uplift in brand engagement. 15 million organic social interactions. Brand favourability up +8 points in Ireland. 40 additional pubs now supported via PubSuccession.com. And one 37-year-old successor who flew in all the way from Toronto.