Heineken is looking to help settle super-hero sized differences in a new spot for its light beer, Heineken Silver. Dropped ahead of the July 26 release of “Deadpool & Wolverine,” the spot encourages the long at-odds superheroes to take a shot at working things out. In addition to the TV spot, the push includes in-store promotion, digital and social support as well as a sweepstakes to win movie-themed prizes. It was developed with Publicis Groupe firm LePub and features both Ryan Reynolds (Deadpool) and Hugh Jackman (Wolverine).
Deadpool and Wolverine are initially seen fighting in the ad. Just as Wolverine is ready to throw a punch, Deadpool produces two cans of Heineken Silver while the song “Just the Two of Us” by Bill Withers and Grover Washington, Jr. plays in the background. The superheroes stop their fight to enjoy the beer together.
The “Deadpool & Wolverine” tie-in serves as an extension of the brand’s “All The Taste, No Bitter Endings'' campaign, which centers around the lower alcohol content of Heineken Silver as well as its taste. By showing the long-time rivals overcoming their differences, the spot reflects the beer’s positioning around being a less bitter option.
Choosing to focus on the upcoming Marvel Studios movie also strengthens the ties Heineken has formed with the studio dating back to 2021. The beer marketer previously partnered with “The Falcon & The Winter Soldier” and produced a Super Bowl advertisement featuring “Ant Man & The Wasp: Quantumania.”
Light beer has become an area of focus for alcohol marketers in recent years, as consumers seek out better-for-you alternatives. While marketing surrounding light beer was once centered around low calories, that focus has shifted. Many marketers now choose to emphasize taste over lower calories and other nutritional stats.
