It’s Super Bowl time and Big Beer companies are spending big money to showcase their beers at Super Bowl LVII. And in a pop-cultural masterstroke the Dutch Brewing company, Heineken, is tapping into the Marvel Universe to promote a non-alcoholic version of their popular pale lager, Heineken 0.0.
Or maybe the Marvel Universe is letting Heineken pay for the privilege of promoting the February 17 release of Ant-Man and the Wasp: Quantumania, the third film from Marvel’s Ant-Man series starring the likable Paul Rudd as the shrinking superhero who wants you to shrink your alcohol consumption by drinking Heineken 0.0.
According to Ad Age this is the first non-alcoholic beer to see Super Bowl airtime and the campaign which began on January 9 and runs through Super Bowl weekend, was clearly designed to capitalize on the “Dry January” movement. The campaign includes television spots, in-store promotions and sweepstakes, as well as digital and social placements.
In the 15-second spot, Ant-Man’s sidekick, an ant named Anton, is seen seeming to judge Rudd for drinking beer on the job only to have Rudd’s character, Scott Lang, smugly reveals the beer (Heineken 0.0 is alcohol free, before going to back work.
This is far from Heineken’s first film tie-in . Daniel Craig who recently walked away from his role James Bond worked with Dutch brewer over the course of five films which spanned more than a decade, a partnership that finally came to end with the release of No Time To Die in 2021.
The Ant-Man Super Bowl campaign is just one of many high profile beer ad appearances expected at Super Bowl LVII.
In 2011 Anheuser-Busch renewed its exclusive sponsorship through the 2022 Super Bowl and its parent company AB InBev paid $1.4 billion to do so.
But in 2023 AB InBev elected not to re-up its exclusivity agreement opening the door for big beer companies like Molson Coors and Heineken to air their beer commercials during the big game for the first time in 33 years.
(All image credits: Heineken USA / Marvel)