Marketing in the News: Heineken & Marvel Superbowl Ad
Popular alcoholic beverage brand Heineken quietly had one of their biggest partnerships yet with the motion picture titan, Marvel studios. I saw this ad campaign pop up on my YouTube and figured it would be a great idea for this week's blog post, especially considering it is set to be featured as a Superbowl commercial.
The commercial itself is very short but perfectly displays both the beverage and the upcoming movie "Ant-Man and the Wasp: Quantumania". The video has garnered almost 13 million views on YouTube alone thus far and it has been out for less than 2 weeks. I think what makes this ad so special is how it is able to appeal to all age groups with its short, funny, and relatable structure; it even has a memorable catchphrase "drinking and shrinking responsibly".
Almost everyone can remember a time when they were a kid or had a kid, that
looked at them a little funny for drinking alcohol because they had always been told
to stay away from it. This is the focal point of the Ad, but instead of it being a kid, it's
an ant doing the same thing. The main actor Paul Rudd (Ant-Man) of course goes on
to explain how the drink is actually non-alcoholic and how he shouldn't be judged
for drinking it.
Heineken's value proposition, in this case, is to appear as though they are
a more healthy beverage brand as they offer 0% alcoholic beverages that anyone
can try. Heineken also touches on the fact that you can still have one of their refreshing
beverages and go about your day "like a hero" unlike with other beers. More detail can
be found in this article.
I believe the challenge they're trying to overcome with this ad in particular is being
seen as just another "beer company". They're trying to prove to everyone that they
have more to offer than just regular beers and with this somewhat new idea of
non-alcoholic beverages becoming more and more popular, I feel as though they
did a pretty decent job of that. Overall I did really like this commercial, but I would
change a few things if it were up to me. One of those things is changing the final
seconds of the ad where they display the phrase "Now you can before saving the day".
I can appreciate them leaving it up to the viewer to sort of fill in the blanks, but I would
have changed this to include something else such as the "Drink and shrink responsibly"
phrase they used in the caption of the ad. I feel as though that ending would have
been more memorable than a short clip of the confusing wording they added instead.
This assignment really helped me gain a better perspective of how marketing teams think when making a commercial like this, and how they go about appealing to different groups of people. I would say I definitely have a greater appreciation for what goes into something even as small as a 15-second commercial that doesn't seem all that significant at first glance.
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