🍻 When I think of the new Deadpool x Wolverine film, I think irreverence.
Compared to the average Marvel film, Deadpool's hero story has much more humor and much more violence. The Deadpool adaptation created by Ryan Reynolds appeals to a slightly more male, slightly more cerebral, slightly less family friendly audience vs. your typical mainstream Avengers film.
And now Heineken is partnering with the film to promote Heineken Silver, a lower calorie, low carb beer. The creative features Deadpool and Wolverine sharing some beers as a way to stop fighting each other. It makes Heineken come across as more irreverent and indie vs. typical big beer brands, which should appeal to that Deadpool audience.
What's also interesting is Heineken is putting together a set of collectibles inspired by the film, like socks, toys, and keychains. Is this for people to buy for their kids?
Most of the big collectible marketing plays these days are geared towards younger audiences, usually people who can't drink. For example, people buying the Travis Scott meals at McDonald's or collecting all the different PRIME bottle variations are mainly people under the age of 21.
On the flipside, the KITH x Asics x Marvel sneaker collab was able to strike at a broader venn diagram of sneakers, fashion, and comics. And maybe that's what Heineken is going for - an older drinking audience who is partially watching Deadpool & Wolverine because of nostalgia and a cultural connection.
Heineken is best known for partnering with James Bond films, but now they've got a two-fer, the ability to work with both Deadpool and Wolverine as characters and Ryan Reynolds and Hugh Jackman as celebrities.
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https://www.heineken.com/us/en/promos/bestbubspromotion