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Heineken gets Marvel-ous again: Deadpool and Wolverine reunite for beers

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In an unexpected twist of events, Heineken has reentered the Marvel Universe, not as a villain, but as a peacemaker. The popular Dutch beer brand has launched a new ad campaign featuring Marvel characters, Deadpool and Wolverine.



The campaign is centered around Heineken Silver, a lower-calorie light beer that promises all the taste with no bitter feelings. The ad cleverly ties in with the brand’s slogan by resolving the long-standing bitterness between Deadpool (Ryan Reynolds) and Wolverine (Hugh Jackman).


The commercial spot opens with a typical Marvel-style showdown between the two superheroes. Just as Wolverine is about to extend his signature adamantium claws, Deadpool reveals that he has repurposed some of the indestructible alloys to create two cans of Heineken Silver. The scene ends with the two mutants setting aside their differences to share a beer.

This campaign marks a significant shift for Marvel Studios, which has traditionally maintained a family-friendly image. The upcoming 'Deadpool & Wolverine' movie is set to be the first R-rated film in the franchise. This move has allowed Marvel to venture into new territories, such as promoting alcoholic products.


In the midst of all this excitement, Heineken Silver is also hosting a little sweepstakes for fans. This is your chance to win a few collectible prizes that are sure to make you the envy of your fellow Marvel enthusiasts. The kit includes a few Deadpool toys, socks, a koozie for your Heineken Silver, a fanny pack, and a bucket hat that everyone will want. 


This collaboration is a continuation of Heineken’s rich history of film integration. Since 2021, Heineken has been building its relationship with Marvel Studios, including product placements in 'The Falcon & The Winter Soldier' as well as a Super Bowl campaign tied to 'Ant-Man & The Wasp: Quantumania.'



The Heineken Silver campaign has added a refreshing twist to the superhero narrative. It’s not just about promoting a product, but also about enriching the characters we’ve grown to love. As we eagerly anticipate the release of the 'Deadpool & Wolverine' movie on July 26, it leaves us pondering: If a simple beer can resolve the bitterness between two of Marvel’s most iconic characters, what other unexpected alliances might we see in the future? 



Images: Fabrizio Mariani | Dreamstime.com, Sandro Amato | Dreamstime.com



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