Heineken is looking to transform the tedious task of wrapping holiday gifts into a relaxing occasion, with the help of the brand’s non-alcoholic beer.

The company’s latest activation, “The Heineken Wrapping Bar,” invites shoppers and travelers to enjoy the holidays with free samples of Heineken 0.0, along with a complimentary gift wrapping service. The activation will be available at the Oak Room at Union Station from Dec. 18 to 22.

To promote the activation, the brand is using paid media on Meta, digital OOH, owned social channels, earned media and sponsored content. Publicis Connect handled media, Billups was in charge of the media concept, Publicis Toronto led the strategy and creative, Publicis Sport & Entertainment was behind the experiential component, and North Strategic led PR.

“During the busy holiday season, we wanted to create a moment that helps people connect and enjoy the simple joys of this time of year. ‘The Heineken Wrapping Bar’ combines the spirit of giving with the gift of the first sip of Heineken 0.0, offering a festive space where consumers can unwind while tackling their holiday to-dos,” said Jose Casillas, marketing director at Heineken Canada.

Casillas explained that the pop-up is consistent with Heineken’s focus on turning convention on its head as it looks to portray itself as a playful brand.

In January, the brand organized a booze-free pub crawl through Toronto’s public transit, debuting a “Route 0.0” streetcar that transported consumers to popular nightspots. And in May, the company rolled out an OOH campaign to celebrate and recognize soccer fans ahead of the UEFA Champions League final. Billboards and posters contained clues for fans to unlock a location where the League final was being held in Toronto. Fans had to use their knowledge of memorable Champions League moments to guess the location.