Deadpool and Wolverine:
Heinz, Heineken, and Other Brands Sink Their Teeth into ‘Deadpool & Wolverine’.
Is set to break box office records when it premieres this Friday (July 26), fueled by excitement from Hugh Jackman’s return as Wolverine. Ahead of the release, brands like Heineken, Heinz, and Jack in the Box have partnered with the film, leveraging its buzz through collaborations with Marvel Studios and Ryan Reynolds’ Maximum Effort.
Maximum Effort, known for its pop culture-driven campaigns like the Taylor Swift-Travis Kelce stunt and the “Groundhog Day” Lay’s promotion, continues its edgy approach with “Deadpool & Wolverine.” Co-founder George Dewey notes, “We embrace marketing as part of the fun, pushing boundaries just like Deadpool does in comics and movies.”
- Brand Partnerships Overview: Maximum Effort’s George Dewey noted that brand partnerships for the third Deadpool film came from a variety of sources, with Disney’s preexisting relationships with brands like Heineken and Maximum Effort’s connections with Jack in the Box.
- Creative Pursuits: Maximum Effort sought out some brands based on creative concepts, such as Heinz’s campaign comparing the superheroes’ costumes to ketchup and mustard.
- Approach to Partnerships: Unlike movies that accept partnerships reluctantly, Maximum Effort embraces them as opportunities for creative fun.
- Unique Campaigns:
- Heineken: Featured a playful ad linking beer cans to Wolverine’s claws.
- Jack in the Box: Created a spot featuring Deadpool in the chain’s mascot style and promoted Mini Chimi Bang Bangs, a version of Deadpool’s favorite chimichangas.
- Strategic Advantage: Maximum Effort’s involvement in film production gives them a unique perspective, allowing them to leverage their full view of the film and relationships to identify opportunities and gaps.
Past Deadpool brand tie-ins have included 7-Eleven, Kraft Heinz’s Devour, and Mike’s Hard. With nearly a decade of experience, Dewey and Reynolds, who named their agency after Deadpool’s catchphrase, have streamlined their process for evaluating partnerships. Dewey emphasizes their efficiency: “We have a shorthand and move quickly, without overthinking.”
Despite its vulgar and violent content, the marketing for “Deadpool & Wolverine” remains family-friendly. The film’s R rating limits potential advertisers, making categories like alcohol, QSR, and food the natural fit. Dewey highlights that the value of a partnership lies in its concept and message, rather than just media spending. “For a movie like this, awareness isn’t the issue; it’s what the partnership says about the product.”
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