Dive Brief:

• Heinz is taking advantage of the upcoming “Deadpool & Wolverine” film with a campaign centered around the chosen colors of each hero, according to information shared with Marketing Dive.
• “Now You Can’t Unsee It” compares Wolverine to mustard and Deadpool to ketchup due to the colors of their outfits. Agency Rethink led the effort, with an assist from Maximum Effort, Carat and Zeno Group. 
• The campaign is anchored by a spot done in the traditional, fourth-wall-breaking style of a “Deadpool” film. Other activations include in-store initiatives, billboards and collectibles for decorating condiment bottles.

Dive Insight:

Heinz is going all-in on “Deadpool & Wolverine,” the upcoming superhero film starring Ryan Reynolds as Deadpool and Hugh Jackman as Wolverine. The condiment maker is hoping the color of the characters’ superhero uniforms — red and yellow, respectively — will remind consumers of the classic ketchup and mustard combination as summer cookout season remains in swing.

The comparison is highlighted in a new commercial, which begins like a regular trailer for the blockbuster but quickly has the superheros replaced by condiments, with Reynolds doing Deadpool’s classic, fourth-wall-breaking narration and bemoaning subliminal advertising. The similarity is also emphasized in social media content and out-of-home placements.

Limited-edition collectibles will allow consumers to decorate their condiment bottles as the superheroes with mask, suit and weapon accessories. A limited number of the collectibles will be made available to consumers for free as part of a promotion run through Heinz’s Instagram account.

“You Can’t Unsee It” was inspired by aspects of the production of “Deadpool & Wolverine.” Reynolds and Jackman were reportedly nicknamed ketchup and mustard on set. Additionally, the two are meant to be a pair despite their differences. A number of agencies contributed to the campaign, including Reynolds’ own Maximum Effort and The Kitchen, an in-house content studio at Kraft Heinz.

Many brands have looked to get in on the hype of the upcoming movie release. Heineken Silver also tapped into the initially antagonistic relationship between Deadpool and Wolverine with a commercial where the two settle their differences over cans of beer.