Ryan Reynolds and Hugh Jackman Unite in Heineken Silver Ad

Heineken has launched a new ad for its light beer, Heineken Silver, to help resolve conflicts between the superheroes Deadpool and Wolverine. The ad was released before the premiere of "Deadpool & Wolverine" on July 26, urging the long-time enemies to try and reconcile their differences. Along with the TV commercial, the campaign includes in-store promotions, digital and social media support, and a contest to win prizes related to the movie. The ad was created in collaboration with Publicis Groupe agency LePub and features actors Ryan Reynolds (Deadpool) and Hugh Jackman (Wolverine).

The commercial begins with Deadpool and Wolverine engaged in a heated battle. Just as Wolverine is about to strike, Deadpool surprises him with two cans of Heineken Silver and the song "Just the Two of Us" by Bill Withers and Grover Washington, Jr. playing in the background. The superheroes pause their fight to share a moment over a beer.

The tie-in between "Deadpool & Wolverine" is part of the "All The Taste, No Bitter Endings" campaign for Heineken Silver. This campaign focuses on the lower alcohol content and great taste of the beer. The commercial shows the two rivals putting aside their differences, highlighting the beer as a less bitter option.

Choosing to align with the upcoming Marvel Studios movie further solidifies Heineken's partnership with the studio dating back to 2021. Previously, the beer brand collaborated with "The Falcon & The Winter Soldier" and created a Super Bowl commercial featuring "Ant Man & The Wasp: Quantumania."

In recent years, light beer has garnered attention from alcohol marketers as consumers look for healthier options. While light beer marketing used to revolve around low calories, the focus has now shifted. Many marketers now prioritize taste over calorie content and other nutritional aspects.

Editor's P/S:

Heineken's "All The Taste, No Bitter Endings" campaign, exemplified by their latest ad featuring Deadpool and Wolverine, cleverly leverages the appeal of the upcoming Marvel movie to promote the less bitter taste of their Heineken Silver beer. By using the iconic rivalry between these superheroes as a metaphor for conflicts that can be resolved with a refreshing beverage, the campaign highlights the beer's ability to bring people together.

Moreover, this partnership reinforces Heineken's ongoing collaboration with Marvel Studios, solidifying their position as a leading beer brand in the entertainment industry. The shift towards emphasizing taste over calorie content in light beer marketing reflects changing consumer preferences, recognizing the importance of taste satisfaction for beer drinkers. Heineken's strategic alignment with this trend demonstrates their understanding of the evolving market landscape.