Heineken Reenters the Marvel Universe to End a Fight Between Deadpool and Wolverine

Last year, Heineken introduced its lower-calorie light beer, Heineken Silver, touting a less bitter taste. Now, it is building on its “All the Taste, No Bitter Feelings” platform by reentering the Marvel Universe and resolving the bitterness between Deadpool and Wolverine.

The brand released an ad ahead of the July 26 theatrical release of Marvel Studios’ Deadpool & Wolverine.

Promotion for the film has heavily focused on the two nearly invulnerable mutants attacking each other. Heineken’s 30-second spot from Ryan Reynolds’ Maximum Effort, LePub and BBH USA opens the same way, with Hugh Jackman’s Wolverine throwing Reynolds’ Deadpool against a tree.

But when Wolverine tries to extend his signature adamantium claws to tear into his smug costar, Deadpool reveals that he stole some of the indestructible alloy to create two cans of Heineken Silver. A snippet of “Just the Two of Us” plays as Wolverine sits down to share a beer with Deadpool, although he still insists that he’d rather be fighting.

This campaign continues Heineken’s collaboration with Marvel Studios, which has included integrations within 2021 Disney+ series The Falcon and the Winter Soldier and a 2023 Super Bowl ad linked to Ant-Man and the Wasp: Quantumania.

“The campaign’s creativity spins around the unexpected factor that even the most bitter of adversaries can find common ground over an iconic beer,” global CEO of LePub and chief creative officer of Publicis Worldwide Bruno Bertelli said in a statement. “With ‘All the Taste, No Bitter Endings,’ we brought a twist to the protagonists’ behavior. The result is a campaign that defies expectations, leans into irony and puts on a smile.”

The TV spot will be supported with digital and social media activity, along with in-store promotion.

Heineken Silver launched with an ad showing Vikings settling their grievances with a drink instead of swords.

CREDITS

Ideation and creation by Maximum Effort
Produced by Loon Productions
Directed by Bryan Rowland

Heineken
Chief marketing officer, Heineken USA: Jonnie Cahill
Vice president, 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 and communication director: Daniela Iebba
Heineken global communications manager: Guilherme De Marchi Retz

LePub
Global CEO, global CCO Publicis Worldwide: Bruno Bertelli
CCO: Mihnea Gheorghiu
Business director: Francesca Baldrighi

BBH USA
Group creative directors: Sapna Ahluwalia, Yohan Daver
Associate creative directors: Greg Bruce, Jack Graham

Marvel Studios Partnerships
Executive vp, partnerships, promotions, synergy and events: Lylle Breier
Vp, partnership management and operations: Holly Frank
Vp, marketing partnerships and 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 and promotions: Emily Henley
Senior manager, marketing partnerships and promotions: Victor Farfan