Heineken Silver is on a mission to end bitterness and where better to start than with one of the most bitter love-hate relationships in Hollywood – Deadpool vs Wolverine. The light beer has teamed up with Marvel Studios again, this time for the mutual benefit of Heineken Silver and Deadpool & Wolverine in US theatres July 26.
The campaign by LePub includes a fun film featuring the film’s stars, Ryan Reynolds (Deadpool) and Hugh Jackman (Wolverine), that shows fans how Heineken Silver is the perfect bridge to help resolve the bitterness between Deadpool and Wolverine. The full campaign will include a television spot, in-store promotion, as well as digital and social media support.
“It was amazing teaming up with Heineken Silver and Deadpool & Wolverine. The campaign’s creativity spins around the unexpected factor that even the most bitter of adversaries can find common ground over an iconic beer. With All The Taste, No Bitter Endings we brought a twist to the protagonists’ behaviour. The result is a campaign that defies expectations, leans into irony and puts on a smile.” – commented Bruno Bertelli, Global CEO LePub, CCO Publicis Worldwide.
“One thing that Deadpool and Wolverine can agree on is that Toad is not in anyone’s top 10 mutants. But that’s not why you’re here. The other thing we agree on is that we’re happy to be entering the MCU with Heineken Silver. Nothing gets you through the long and frequently confusing days in the multiverse like the crisp & refreshing taste of Heineken Silver,” stated Ryan Reynolds and Hugh Jackman, in a first ever joint statement.
“We are thrilled with the opportunity to continue building our presence within the Marvel Cinematic Universe, this time through a unique collaboration that will leave MCU fans without any bitter ending,” commented Jonnie Cahill, chief marketing officer at Heineken USA. “This team-up will give viewers a special opportunity to see Deadpool (Ryan Reynolds) and Wolverine (Hugh Jackman) set aside their differences over a beer, which is what Heineken Silver is all about – rising above bitterness to come together over a world-class beer.”
“We’re excited to be bringing Heineken into the MCU fold again,” said Holly Frank, VP of partnership management & operations for Marvel Studios titles. “Heineken Silver is all about ditching bitterness, so seeing how Deadpool and Wolverine could potentially do the same in a spot made for an exciting storytelling opportunity. Plus, Heineken is giving fans more of what they want with this campaign – Deadpool & Wolverine.”
The new work expands Heineken Silver’s All The Taste, No Bitter Endings campaign as well as Heineken’s rich history of film integrations. Since 2021, Heineken has been building its relationship with Marvel Studios, including integrations within Marvel Studios’ The Falcon & The Winter Soldier as well as a Super Bowl campaign with Marvel Studios’ Ant-Man & The Wasp: Quantumania.
Credits:
Ideation and Creation by Maximum Effort
Produced by Loon Productions
Directed by Bryan Rowland
Client: Heineken
CMO Heineken USA: Jonnie Cahill
VP Heineken USA Brand: Borja Salinas Manso
Senior Director Heineken USA Brand: Tonia Mancino
Senior Manager Heineken USA Brand: Joe Conti
Senior Director Global Heineken Brand: Nabil Nasser
Heineken Global Strategy & Communication Director: Daniela Iebba
Heineken Global Communications Manager: Guilherme De Marchi Retz
Creative Agency: LePub
Global CEO Global, CCO Publicis Worldwide: Bruno Bertelli
CCO: Mihnea Gheorghiu
Business Director: Francesca Baldrighi
Creative Agency: BBH USA
Group Creative Directors: Sapna Ahluwalia & Yohan Daver
Associate Creative Directors: Greg Bruce & Jack Graham
Campaign Partner: Marvel Studios Partnerships
EVP, Partnerships, Promotions, Synergy & Events: Lylle Breier
VP, Partnership Management & Operations: Holly Frank
VP, Marketing Partnerships & Promotions: Tina Goss
VP, Marketing Partnerships: Ty Ervin
Director, Creative Marketing Partnerships: Andrew Staub
Writer & Producer, Creative Marketing Partnerships: Evan Aronson
Director, Creative Marketing Partnerships: A.J. Fierro
Director Marketing Partnerships & Promotions: Emily Henley
Senior Manager, Marketing Partnerships & Promotions: Victor Farfan
