Just in time for Dry January, Heineken has unveiled a new teaser in collaboration with Marvel Studios that sees “Ant-Man and The Wasp: Quantumania’s” Paul Rudd drinking the brand's non-alcoholic beer.
The 15-second ad stars Rudd telling his ant colleague Anton "don't judge me" as he quaffs the non-alcoholic Heineken 0.0. The clip ends with the campaign slogan “Now You Can, Before Saving the Day!” The movie is in theaters Feb. 17.
“This Dry January Heineken is collaborating with Marvel Studios’ Ant-Man and The Wasp: Quantumania to celebrate the little bit of hero we all carry within us," said Jonnie Cahill, chief marketing officer of Heineken, in a statement. "Heineken 0.0 gives consumers (and super heroes) a great option to drink responsibly, no matter what’s on the to do list, even if that involves saving the world,”
The Marvel Studios partnerships team produced the creative in collaboration with Heineken 0.0, Publicis agency Le Pub and production company Bullitt. The clip launched yesterday at the same time a new Ant-Man movie trailer debuted, during the NCAA College Football National Championship game. The co-branded creative encourages consumers to scan a QR code to enter a sweepstakes for the chance to win film-themed prizes like apparel and accessories. The campaign will run on TV and placements across broadcast, digital, and social media now and through February.
Many other alcoholic brands are participating in Dry January through giveaways like RationAle Brewing in California and new products like WhistlePig Whiskey’s Dry Orange Fashioned.
Heineken has also been releasing a series of short clips for Dry January on social media throughout the month.
Heineken 0.0 was first released nationally in 2019 and was promoted by an ad called "Dry Spy" in which Daniel Craig as James Bond went alcohol-free. It was tied to the release of "No Time to Die" which was slated for release in 2020 but due to the pandemic was not released until late 2021.
“Highlighting responsible consumption is a top priority for Heineken,” a company spokesperson shared with Ad Age. “One of the things that makes this campaign appealing and relevant is that it continues to emphasize ways people can enjoy beer responsibly, while also making moderation meaningful to people, in an authentic and culturally relevant way.”