A SUPER Sized Team-Up 20 Years In The Making

The Challenge

Deliver a meaningful content partnership for the Heineken portfolio in the world of entertainment.


Earned Media Impressions


Earned Media Placements


Broadcast Hits

The solution

R&CPMK’s Content Partnership & Brand Integration team identified an opportunity to bring Heineken back to the Super Bowl for the first time in over twenty years by partnering Heineken’s alcoholic-free brand Heineken 0.0 with Marvel Studios and the global release of Ant-Man and the Wasp: Quantumania. The partnership with an alcohol-free brand marks a first of its kind for Marvel Studios and Heineken, it also marked the first time a non-alcoholic beer appeared in a Super Bowl commercial. R&CPMK led this program end to end from conception, strategy, creative management and execution, talent procurement, digital and earned media strategy, and execution. A dry January focused teaser campaign ran for six weeks leading up to the Super Bowl with a payoff of a 30 second spot premiering in the game and a full minute directors cut posted across digital channels.

The impact

This unprecedented partnership set new standards for earned media coverage. Marvel x Heineken branded content had a 16.2% engagement rate compared to average content on the Heineken channels (standard: 1-2%).