Heineken Silver is on a mission to end bitterness, starting with one of the biggest love-hate relationships in Marvel Studios’ “Deadpool & Wolverine”

Rhea-AI Summary

Heineken Silver has announced a new collaboration with Marvel Studios, celebrating the release of 'Deadpool & Wolverine' on July 26, 2024. The campaign features Ryan Reynolds and Hugh Jackman and aims to emphasize the beer's less bitter taste. The promotion will include a television spot, in-store promotions, and extensive digital and social media support. Heineken Silver, a lighter beer with only 2.9 carbs and 95 calories, hopes to connect people by providing a less bitter experience. This partnership continues Heineken Silver's 'All The Taste, No Bitter Endings' campaign, following previous collaborations with Marvel Studios.

Positive

• Heineken Silver's collaboration with Marvel Studios enhances brand visibility.
• Featuring popular actors like Ryan Reynolds and Hugh Jackman can drive significant consumer interest.
• The campaign includes multi-channel promotional strategies: television, in-store, digital, and social media.
• Heineken Silver offers a low-calorie (95 calories) and low-carb (2.9 carbs) beer option.
• Partnership with a blockbuster film could potentially increase sales and market share.
• Continuing the 'All The Taste, No Bitter Endings' campaign reinforces brand consistency.
• Previous successful integrations with Marvel Studios provide a solid foundation for this campaign.

Negative

• Heavy reliance on promotional campaigns can lead to high marketing expenditure.
• Association with a specific movie release could limit the campaign's long-term impact.
• Market performance may be affected if the movie underperforms at the box office.
• focus on product innovation beyond marketing efforts.

Heineken Silver Teams Up with “Deadpool & Wolverine” for New Summer Campaign

WHITE PLAINS, N.Y., May 21, 2024 (GLOBE NEWSWIRE) -- 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 Thrussell
Anna.thrussell@wearetheromans.com

Photos accompanying this announcement are available at

https://www.globenewswire.com/NewsRoom/AttachmentNg/28917faf-7635-40f8-ab62-c607cffd6a87

https://www.globenewswire.com/NewsRoom/AttachmentNg/c6be19fb-9037-4ca5-8fe5-d7849d8a6bee

FAQ

What is Heineken Silver's latest collaboration?

Heineken Silver has teamed up with Marvel Studios for a campaign featuring the movie 'Deadpool & Wolverine', set to release on July 26, 2024.

When will the 'Deadpool & Wolverine' movie be released?

The 'Deadpool & Wolverine' movie will be released in U.S. theaters on July 26, 2024.

What is the new Heineken Silver campaign about?

The new campaign features Ryan Reynolds and Hugh Jackman promoting Heineken Silver as a less bitter beer, aiming to connect people.

What are the nutritional details of Heineken Silver?

Heineken Silver contains only 2.9 carbs and 95 calories.

How does Heineken Silver's campaign integrate with Marvel Studios?

The campaign will feature a television spot, in-store promotions, and digital and social media support, leveraging the popularity of Marvel Studios' 'Deadpool & Wolverine'.