Heineken’s Silver bullet: ending bitterness with Deadpool & Wolverine

Heineken launched today May 21st a brilliant campaign to promote its new beer Heineken Silver, leveraging a collaboration with the Marvel movie “Deadpool & Wolverine” (out in the US on July 26th).

The campaign goes beyond mere product placement: there is a perfect integration between the product’s positioning and the plot and behaviours of the main characters in and out the film.

For those who are not Deadpool fans, here is a brief description of the protagonists:

• Deadpool: played by Ryan Reynolds, he is one of the most irreverent, funny, and politically incorrect characters in the entire MCU universe.
• Wolverine: inextricably linked to Hugh Jackman, he is one of the most beloved characters in the X-Men saga.

The two characters have a love-hate relationship that alternates over time. This theme, which makes the film one of the most anticipated in the latest phase of the MCU, has been heavily promoted by the actors themselves on social media in recent months.

The friendship between the two actors and their strong resemblance to the characters they play (both made famous by the charisma and comedy of Ryan Reynolds and Hugh Jackman) are key elements of the success of this campaign.

Heineken had the brilliant idea of exploiting this gigantic hype, created by both the actors and Marvel for the promotion of the film, to insert in a cheeky, clear to the consumer, funny and relevant way with the plot of the film its new product: Heineken Silver, a light and refreshing beer that aims to “end bitterness”, just like between Deadpool and Wolverine.

A truly brilliant way to launch a new product!

For a laugh, here’s the **Heineken newspost** that includes the campaign video.