Heineken is no stranger to the Marvel Cinematic Universe (MCU), and they're making a grand return with an exciting new collaboration to promote the upcoming Wolverine and Deadpool movie, set to release on July 26, 2024. Get ready to ditch bitterness as these two iconic superheroes crack open a beer together. 

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About the Campaign 

Heineken's latest ad campaign extends their "All The Taste, No Bitter Endings" series, highlighting the lower alcohol content of their popular Heineken Silver line.

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Created by Publicis Groupe’s LePub, the campaign stars Ryan Reynolds as Deadpool and Hugh Jackman as Wolverine, showcasing the Marvel heroes in a humorous face-off. In the ad, Deadpool and Wolverine seem poised for a fight, but when Wolverine tries to unleash his adamantium claws, they don't appear. Deadpool then reveals he borrowed some of Wolverine's adamantium to create something special: cans of Heineken Silver, described as a "world-class light beer for world-class bubs."

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Set to the tune of “Just the Two of Us” by Bill Withers and Grover Washington Jr., the commercial ends with Deadpool and Wolverine sharing and enjoying a Heineken Silver together, embodying the campaign's message of great taste without any bitter endings.

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The campaign extends beyond the TV spot, incorporating in-store promotions, digital and social media engagement, as well as a sweepstakes offering movie-themed prizes.

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Heineken Silver’s special sweepstakes is for dedicated fans, with the chance to win a set of exclusive collectibles. The prize pack features Deadpool toys, stylish socks, a Heineken Silver koozie, a trendy fanny pack, and a must-have bucket hat. 

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Why does this collaboration make sense? 

Beer sponsorships are rare in the Marvel Cinematic Universe, but they fit perfectly in this world. The upcoming movie marks the franchise's first R-rated film, catering to a more mature audience than other Marvel movies. Given Wolverine's known preference for drinking and Ryan Reynolds' ownership of a liquor company, a beer sponsorship is a natural fit. Additionally, Heineken has already made appearances in "The Falcon & The Winter Soldier" and the Super Bowl campaign for "Ant-Man & The Wasp: Quantumania," establishing it as a favourite beverage among superheroes.

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Ryan Reynolds and Hugh Jackman recently teamed up to share a lighthearted announcement. While both actors humorously pointed out that Toad wouldn't make anyone's top 10 mutants list, they quickly moved on to the real news: their excitement about joining the Marvel Cinematic Universe (MCU) with Heineken Silver. Their joint statement, noted, "Navigating the multiverse can be long and confusing, but the crisp and refreshing taste of Heineken Silver makes it all a bit easier."

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Product Being Promoted 

In recent years, light beer has captured the attention of alcohol marketers who aim to cater to health-conscious consumers. The marketing narrative, which used to prioritize low-calorie counts, has evolved significantly. Today, many brands highlight the superior taste of their light beer, shifting away from solely promoting its calorie content and nutritional benefits.

Heineken Silver is crafted for those who want to connect and engage with others, offering a smoother and more approachable flavour. With just 2.9 carbs,  95 calories and a lower ABV of 4%, this premium light beer delivers all the taste without the bitterness. 

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About The Movie 

The upcoming film "Deadpool & Wolverine" marks a significant milestone as it introduces Deadpool into the Marvel Cinematic Universe for the first time. This follows Disney's 2019 acquisition of 21st Century Fox, which previously held the rights to the "X-Men" and "Deadpool" franchises.

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A Party Full of Surprises

The Superbowl trailer for the film gives fans a sneak peek into a surprise birthday party for Wade Wilson, aka Deadpool. The party is attended by an intriguing mix of characters, including his fiancée Vanessa Carlysle, his X-Force teammate Peter, and significant X-Men members like Colossus and Negasonic Teenage Warhead. However, the celebrations take an unexpected turn with the dramatic entrance of a character played by Macfadyen, revealing the existence of multiple timelines for Deadpool.

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Exploring New Timelines

In the second trailer released in April, viewers are taken into one of these alternate timelines where Deadpool encounters his idol, Logan (Wolverine). In this version of reality, Logan is burdened with guilt, having "let down the entire world," as described by Macfadyen's character, Paradox. Deadpool attempts to convince Logan to join forces and save his world, leading to intense clashes between the two reluctant allies.

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Record-Breaking Anticipation

The excitement for "Deadpool & Wolverine" is palpable, with the first trailer amassing a staggering 365 million views within 24 hours of its release. The second trailer, true to Deadpool’s irreverent style, set a new MCU record for the most F-bombs, with six uttered in less than three minutes. This R-rated film promises to push boundaries and deliver the outrageous humour and action that fans love.

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