Heineken's light beer brings Deadpool & Wolverine together

It appears my thirst for anti-heroes goes beyond how good Ryan Reynolds looks in spandex as Heineken seeks to end bitterness with famed rivals Deadpool and Wolverine.

'All Taste, No Bitter Endings' is the brand’s latest campaign. It's centred around Heineken Silver, the lower alcohol option that claims to maintain the same great taste as the original.

The two iconic characters feature in a short but sweet commercial, which begins with Wade and Logan mid-fight, as per usual. Just as Wolverine is ready to throw a punch, Deadpool produces two cans of Heineken Silver. The cans are supposedly made from Wolverine's Adamantium claws, rendering him powerless.

'I made us something special!' Wade announces, as 'Just the Two of Us' begins playing in the background. The clip ends with the two clinking cans, rising above hostility and ending their long-standing feud. 

So why's Heineken featuring MCU characters in an ad for light beer?

The cameo tie-in communicates that Heineken Silver gives you the power to connect with pretty much anyone. Not only that, but it offers a lower alcohol content and a less bitter taste. 

The ad's also an attempt to show that light beer is the ‘better-for-you’ option. As consumers focus on healthier lifestyle choices, this has become a focus for alcohol marketers in recent years. So the brand's use of athletic superheroes is a good way to convey this message. 

The 'No Bitter Endings' campaign also includes little sweepstakes for fans to win collectable prizes. These include Deadpool toys, socks, and a koozie for your Heineken Silver. Fans can also win a fanny pack (coz everyone wears those these days??), and a bucket hat that they’re calling the 'Best Bubs Promotion.'

And this isn't the first time Marvel's partnered with Heineken.

The two mega-brands have had an ongoing partnership since 2021. Collabs include integrations in 'The Falcon & The Winter Soldier' and a Super Bowl campaign for 'Ant-Man & The Wasp: Quantumania.'

Heineken Silver also makes a cameo in the film Deadpool & Wolverine, set to release on July 26. So it’s clearly the drink of choice for superheroes and anti-heroes alike. 

-Sophie, Copywriter