Heinz / Canada / 2024Events & Sponsorship
Can't Unsee It.
Heinz recut a Deadpool & Wolverine trailer so the red and yellow heroes read as ketchup and mustard, with Ryan Reynolds calling out the placement.
- Brand
- Heinz
- Agency
- Rethink
- Market
- Canada
- Region
- Global
- Year
- 2024
The idea
Building on fan memes and the actors' on-set nicknames, Heinz and Marvel released a short trailer in which ketchup and mustard bottles keep appearing until Reynolds breaks the fourth wall. The characters were then labelled as the two condiments, backed by limited-edition themed bottles given away on social.
Case study source: Activation Ideas Source ↗
