Singapore – Global brewing company Heineken has launched their latest creative campaign for Heineken Silver alongside the upcoming release of Marvel Studios’ “Deadpool & Wolverine” on July 26.

Featuring the film’s stars Ryan Reynolds (Deadpool) and Hugh Jackman (Wolverine), the campaign shows fans how Heineken Silver is the perfect bridge to help resolve the bitterness amidst the iconic feud between the two characters.

In the spot, Deadpool entices Wolverine to rise above hostility, offering to instead lay back and 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.

In a statement, Ryan Reynolds and Hugh Jackman mentioned, “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.”

Talking about the campaign, Jonnie Cahill, chief marketing officer at Heineken USA, said, “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. This team-up will give viewers a special opportunity to see Deadpool and Wolverine 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.”

Bruno Bertelli, global CEO LePub, CCO Publicis Worldwide, also added, “It was amazing teaming up with Heineken Silver and Marvel Studios’ ‘Deadpool & Wolverine’. The campaign’s creative plays on an unexpected outcome, showing how even the most bitter of adversaries can find common ground over an iconic beer. With ‘All The Taste, No Bitter Endings’ we brought a twist to two rivals’ behaviour. The result is a campaign that defies expectations, leans into irony and hopefully puts a smile on your face.”

Meanwhile, Holly Frank, VP of partnership management & operations for Marvel Studios titles, commented, “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.”