For the 2025 London Marathon, Pack London partnered with Athletic Brewing, the leading alcohol-free craft beer brand, to deliver a high-impact campaign that captured the energy and excitement of the world’s most iconic running event.

Strategic Targeting Along the Marathon Route

The campaign focused on key areas in and around the London Marathon route, ensuring maximum exposure to both participants and the thousands of spectators who line the streets. Athletic Brewing’s bold creative stood out across a carefully planned mix of formats designed to engage audiences at every touchpoint.

Formats That Delivered Scale and Engagement

• London Underground D12s, D48s & DEPs – high-frequency placements across the Tube network ensured that runners, supporters, and commuters encountered the brand consistently in the lead-up to race day.
• Clean Stencils – disruptive, street-level messaging directly on the pavements around the marathon route created organic, Instagram-worthy moments.
• Digital Trucks – mobile, high-impact screens travelled to prime spectator zones, delivering dynamic creative and maximising brand visibility.
• Product Sampling – runners and fans experienced Athletic Brewing first-hand with free samples, creating an immediate connection between the brand and the marathon experience.

Results

By combining traditional and guerrilla OOH formats with direct sampling, Athletic Brewing built strong awareness and reinforced its positioning as the go-to alcohol-free craft beer for active, health-conscious lifestyles.

This multi-format, marathon-focused strategy not only achieved standout visibility but also generated real consumer engagement at the heart of London’s biggest sporting event.

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Digital Trucks London Underground Product Sampling

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