Heineken is trying 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 in addition to a sweepstakes to win movie-themed prizes. It was developed with Publicis Groupe firm LePub and features each Ryan Reynolds (Deadpool) and Hugh Jackman (Wolverine).
Deadpool and Wolverine are initially seen fighting in the ad. Just as Wolverine is able 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 benefit from 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 across the lower alcohol content of Heineken Silver in addition to 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 concentrate 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 commercial featuring “Ant Man & The Wasp: Quantumania.”
Light beer has develop into an area of focus for alcohol marketers in recent years, as consumers search out better-for-you alternatives. While marketing surrounding light beer was once centered around low calories, that focus has shifted. Many marketers now select to emphasise taste over lower calories and other dietary stats.
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