Heineken Silver is on a mission to end bitterness, starting with one of the biggest love-hate relationships in Marvel Studios’ “Deadpool & Wolverine”
May 21 2024 - 4:00AM
Heineken Silver is on a mission to end bitterness, starting with
one of the biggest love-hate relationships in Marvel Studios’
“Deadpool & Wolverine”
Today the new world-class light beer, Heineken Silver, announced
that they will once again be stepping into the Marvel Cinematic
Universe (MCU), this time to celebrate the release of Marvel
Studios’ “Deadpool & Wolverine”, in U.S. theaters July 26.
The collaboration will include an exciting, new creative
campaign featuring the film's stars Ryan Reynolds (Deadpool) and
Hugh Jackman (Wolverine), where fans will see how Heineken Silver
is the perfect bridge to help resolve the bitterness between
Deadpool and Wolverine.
In the spot, Deadpool entices Wolverine to rise above hostility,
offering to instead share a Heineken Silver rather than fight. The
campaign will include a television spot, in-store promotion, as
well as digital and social media support.
“One thing that Deadpool and Wolverine can agree on is that Toad
is not in anyone’s top 10 mutants. But that’s not why you’re here.
The other thing we agree on is that we’re happy to be entering the
MCU with Heineken Silver. Nothing gets you through the long and
frequently confusing days in the multiverse like the crisp &
refreshing taste of Heineken Silver,” said Ryan Reynolds and Hugh
Jackman, in a first ever joint statement.
Heineken Silver is meant for those who are looking to reach out
and connect with people around them with a more accessible and less
bitter taste. With only 2.9 carbs and 95 calories this world-class
light beer has all the taste, with no bitter endings.
“We are thrilled with the opportunity to continue building our
presence within the Marvel Cinematic Universe, this time through a
unique collaboration that will leave MCU fans without any bitter
ending,” said Jonnie Cahill, Chief Marketing Officer at Heineken
USA. “This team-up will give viewers a special opportunity to see
Deadpool (Ryan Reynolds) and Wolverine (Hugh Jackman) set aside
their differences over a beer, which is what Heineken Silver is all
about - rising above bitterness to come together over a world-class
beer.”
“We’re excited to be bringing Heineken into the MCU fold again,”
said Holly Frank, VP of Partnership Management & Operations for
Marvel Studios titles. “Heineken Silver is all about ditching
bitterness, so seeing how Deadpool and Wolverine could potentially
do the same in a spot made for an exciting storytelling
opportunity. Plus, Heineken is giving fans more of what they want
with this campaign – Deadpool & Wolverine!”
Coming as a continuation of Heineken Silver’s All The Taste, No
Bitter Endings campaign, this collaboration expands on Heineken’s
rich history of film integrations. Since 2021, Heineken has been
building its relationship with Marvel Studios, including
integrations within Marvel Studios’ “The Falcon & The Winter
Soldier” as well as a Super Bowl campaign with Marvel Studios’
“Ant-Man & The Wasp: Quantumania.”
About Heineken® HEINEKEN® is the world's
most international brewer. It is the leading developer and marketer
of premium beer and cider brands. Led by the Heineken® brand,
the Group has a portfolio of more than 300 international, regional,
local and specialty beers and ciders. We are committed to
innovation, long-term brand investment, disciplined sales execution
and focused cost management. Through "Brewing a Better World",
sustainability is embedded in the business. HEINEKEN® has a
well-balanced geographic footprint with leadership positions in
both developed and developing markets. We employ over 85,000
employees and operate breweries, malteries, cider plants and other
production facilities in more than 70 countries.
Heineken® N.V. and Heineken® Holding N.V. shares trade on
the Euronext in Amsterdam. Prices for the ordinary shares may be
accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on
Reuters under HEIN.AS and HEIO.AS. HEINEKEN® has two sponsored
level 1 American Depositary Receipt (ADR) programmes: Heineken®
N.V. (OTCQX: HEINY) and Heineken® Holding N.V. (OTCQX:
HKHHY)
About MARVEL STUDIOS’ DEADPOOL & WOLVERINE
Marvel Studios’ “Deadpool & Wolverine” delivers the ultimate,
iconic, cinematic team-up throwdown in U.S. theaters July 26.
Media contact: Anna
ThrussellAnna.thrussell@wearetheromans.com
Photos accompanying this announcement are available at
https://www.globenewswire.com/NewsRoom/AttachmentNg/28917faf-7635-40f8-ab62-c607cffd6a87
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