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 (mailto: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-
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