Campaign SpotlightPress Release

Heineken Silver pulls together Marvel Studios’ Deadpool & Wolverine to end bitterness

NEW YORK, USA — Heineken Silver announced that it will step into the Marvel Cinematic Universe (MCU) 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.

Heineken Silver Teams Up with Deadpool Wolverine INS

“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 and 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,” Jonnie furthered.

“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!”

“It was amazing teaming up with Heineken Silver and Marvel Studios’ Deadpool & Wolverine. The campaign’s creative plays on an unexpected outcome, showing how even the most bitter of adversaries can find common ground over an iconic beer. With ‘All The Taste, No Bitter Endings’ we brought a twist to two rivals’ behavior. The result is a campaign that defies expectations, leans into irony and hopefully puts a smile on your face,” commented Bruno Bertelli, Global CEO of LePub and CCO of Publicis Worldwide.

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.


Ideation and Creation by MAXIMUM EFFORT

CMO Heineken® USA: Jonnie Cahill
VP Heineken® USA Brand: Borja Salinas Manso
Senior Director Heineken® USA Brand: Tonia Mancino
Senior Manager Heineken® USA Brand: Joe Conti
Sr. Director Global Heineken® Brand: Nabil Nasser
Heineken® Global Strategy & Communication Director: Daniela Iebba
Heineken® Global Communications Manager: Guilherme De Marchi Retz

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

EVP, Partnerships, Promotions, Synergy & Events: Lylle Breier
VP, Partnership Management & Operations: Holly Frank
VP, Marketing Partnerships & 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 & Promotions: Emily Henley
Senior Manager, Marketing Partnerships & Promotions: Victor Farfan

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