July 23, 2024
Heinz is taking advantage of the upcoming “Deadpool & Wolverine” film with a campaign centered around the chosen colors of each hero, reports Marketing Dive.
“Now You Can’t Unsee It” compares Wolverine to mustard and Deadpool to ketchup, due to the colors of their outfits. Agency Rethink led the effort, with an assist from Maximum Effort, Carat, and Zeno Group.
The campaign is anchored by a spot done in the traditional, fourth-wall-breaking style of a “Deadpool” film. Other activations include in-store initiatives, billboards, and collectibles for decorating condiment bottles.
The comparison is highlighted in a new commercial, which begins like a regular trailer for the blockbuster but quickly has the superheros replaced by condiments—with Reynolds doing Deadpool’s classic, fourth-wall-breaking narration and bemoaning subliminal advertising. The similarity is also emphasized in social media content and out-of-home placements.
“Now You Can’t Unsee It” was inspired by aspects of the production of “Deadpool & Wolverine.” Reynolds and Jackman were reportedly nicknamed ketchup and mustard on set. Additionally, the two are meant to be a pair despite their differences.
Many brands have looked to get in on the hype of the upcoming movie release. Heineken Silver also tapped into the initially antagonistic relationship between Deadpool and Wolverine with a commercial where the two settle their differences over cans of beer.
Research contact: @marketingdive
