- Heinz is making the most of the upcoming “Deadpool & Wolverine” film with a campaign centered across the chosen colours of every hero, based on information shared with Marketing Dive.
- “Now You Can’t Unsee It” compares Wolverine to mustard and Deadpool to ketchup as a result of the colours of their outfits. Agency Rethink led the trouble, with an assist from Maximum Effort, Carat and Zeno Group.
- The campaign is anchored by a spot done in the normal, fourth-wall-breaking type of a “Deadpool” film. Other activations include in-store initiatives, billboards and collectibles for decorating condiment bottles.
Heinz goes 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 colour of the characters’ superhero uniforms — red and yellow, respectively — will remind consumers of the classic ketchup and mustard combination as summer cookout season stays in swing.
The comparison is highlighted in a recent business, which begins like an everyday 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 promoting. The similarity can be emphasized in social media content and out-of-home placements.
Limited-edition collectibles will allow consumers to brighten their condiment bottles because the superheroes with mask, suit and weapon accessories. A limited variety of the collectibles might be made available to consumers for free as a part of a promotion run through Heinz’s Instagram account.
“You Can’t Unsee It” was inspired by features of the production of “Deadpool & Wolverine.” Reynolds and Jackman were reportedly nicknamed ketchup and mustard on set. Additionally, the 2 are supposed to be a pair despite their differences. Quite a lot 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 business where the 2 settle their differences over cans of beer.
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