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Featuring the film’s stars Ryan Reynolds (Deadpool) and Hugh Jackman (Wolverine), the campaign shows fans how The HEINEKEN Company's Heineken Silver is the perfect bridge to help resolve the bitterness amidst the iconic feud between the two characters. Talking about the campaign, Jonnie Cahill, chief marketing officer at Heineken USA, said, “We are thrilled with the opportunity to continue building our presence within the Marvel Cinematic Universe. This team-up will give viewers a special opportunity to see Deadpool and Wolverine set aside their differences over a beer, which is what Heineken Silver is all about – rising above bitterness to come together over a world-class beer.” Bruno Bertelli, global CEO LePub, CCO Publicis Worldwide, also added, “The campaign’s creative plays on an unexpected outcome, showing how even the most bitter of adversaries can find common ground over an iconic beer. With ‘All The Taste, No Bitter Endings’ we brought a twist to two rivals’ behaviour. The result is a campaign that defies expectations, leans into irony and hopefully puts a smile on your face.” #marketing #entertainment #campaign  ------ -[Awards] MARKETECH APAC is launching its inaugural "Marketing Technology Awards" where we recognise the groundbreaking achievements in marketing technology, uniting the brands and tech organisations within the region’s marketing community. Learn how your brand can be a part of it by checking it more details HERE: https://bit.ly/3SVtoIa -[Industry Series] We have launched our latest industry initiative "E-commerce Marketing Series" where we aim to equip businesses with the latest strategies and insights to navigate the dynamic world of e-commerce, as well as discuss cutting-edge concepts, trends, and case studies shaping the future of online commerce. Learn how you can be part of this industry discussion by checking out more details here: https://bit.ly/4aiMEX4 -[Report] Discover the latest trends in business communication, and explore how mobile messaging channels are preferred by consumers to seek deeper connections with brands by checking out this report HERE: https://bit.ly/3RckF4z

Corona became a leading import beer brand, taking market share from Heineken, using the power of CULTURE strategy. How? It offered new way of thinking about how to relax with a beer - escaping the American white-collar sweatshop to do absolutely nothing on a Mexican beach. Corona offered a very innovative cultural expressions that resonated perfectly with the ideological needs of the target audience. Want to know more about how we use Culture in Strategy development? DM me. #culture #branding #strategy #brandpositioning #marketing

I spent Friday in Sydney at the Foodpreneurs Festival. It was a fantastic opportunity to hear from brands and experts in this space and take on their learnings and knowledge. I left the event feeling inspired and ready to action with Adapt Drinks. Here are some key takeaways I thought I would share that stood out for me and might be helpful to other small biz folks out there: Page 1 From co-founders at Bae Juice Tim O'Sullivan and Liam Gostencnik - providing product at aligned events works but not always instantly (this links into the last point from Hannah Murphy below). Page 2 From co-founder Matt Jones of Four Pillars Gin - brand is trying to build positive bias towards your product. He talked through how at Four Pillars they create community touch points throughout the entire business and create trust to build their brand. Page 3 From Matthew Squadrito and the team at Squad Studio - "Your product is an experience. Storytelling is emotional connection. The power of collaboration." They provided brilliant case studies of these key points in action and you can see them on their website if you want to take a look - some stellar packaging designs! Page 4 From the Owner of Natural Raw C Scott Mendelsohn - it always takes longer and costs more than you planned. Was comforting to know I am not alone on this one! Page 5 From the Director @ One Seen Bean™ Luisa Ford - a reminder of how much more it costs to acquire a new customer compared to retaining an existing one. Pages 6 - 8 From Hannah Murphy at Tracksuit - in brand tracking, consideration is a lead indicator of future sales. Brand marketing is needed to build familiarity and drive consideration. Getting your product out there at aligned events as recommended by the team at Bae Juice (the first point above!) can help get your product into the consumers' consideration set. Thanks to Chelsea Ford for putting on the wonderful Foodpreneurs Festival and for Madonna Melrose sponsoring my ticket!

In recent weeks, two iconic brands, The Coca-Cola Company and McDonald's, have captured my attention with marketing campaigns seamlessly integrating anime and K-pop culture to engage global audiences. These initiatives highlight the ever-evolving nature of marketing, emphasizing the importance of maintaining brand identity while embracing current trends. "WcDonald's", a global campaign by McDonald's pays homage to its fictional portrayal in the anime and manga universe, while, Coca-Cola's "Coca-Cola K-Wave Zero Sugar" celebrates K-pop culture through a limited-edition beverage blending classic `Coca-Cola taste with a K-pop-inspired twist. Leveraging the emotional connection fans have with anime and K-pop, both brands effectively boost brand affinity and engagement. These campaigns employ similar strategies, such as global fan engagement, nostalgia evocation, trend adherence, limited-time offerings, collaborations with industry experts, immersive experiences, and interactive gamification. These initiatives showcase the power of marketing to transcend cultural boundaries and forge meaningful connections with diverse audiences. #marketing #campaigns #mcdonalds #cocacola #anime #engagementstrategy

Carlsberg is shaking things up with its very first global brand campaign, set to make waves in 120 markets, including the UK starting May 1st. 🍺 The campaign, dubbed 'Do the best things begin with curiosity? Probably,' celebrates Carlsberg's belief in progress through curiosity. This idea stems from a universally recognised human truth uncovered through consumer research: that the best things in life often start with curiosity. It's also a subtle nod to Carlsberg's founder, J.C. Jacobsen, who dared to do things differently in pursuit of crafting a better beer. ⬇️ The integrated campaign kicks off with a brand film and will make its mark across various platforms including social media, digital channels, PR, OOH, TV, and more. This campaign rollout across all 120 markets is a significant move for Carlsberg, showcasing confidence in the campaign's positioning and global relevance. 👏🏼 Do you think Carlsberg is staying true to its roots with this campaign? Want to work with a full-service Marketing Agency? Send us a DM. #carlsberg #marketingcampaign #awesomesauce #marketingandadvertising #viralmarketing

Heineken has launched a playful new campaign for Heineken Silver, featuring the iconic Marvel characters Deadpool and Wolverine. A recent article highlights this creative and entertaining marketing initiative. Key takeaways from the article include: - Campaign Concept: Heineken Silver's latest campaign brings together Deadpool and Wolverine in a humorous and engaging rivalry, settling their differences over a Heineken Silver. This collaboration adds a unique twist to beer marketing by tapping into popular culture. - Celebrity Endorsement: By featuring beloved characters played by Ryan Reynolds (Deadpool) and Hugh Jackman (Wolverine), Heineken leverages their star power and fan base to create buzz and excitement around the campaign. - Creative Execution: The campaign includes a series of digital ads and social media activations that showcase the humorous interactions between Deadpool and Wolverine, emphasizing the refreshing taste of Heineken Silver. - Brand Messaging: Heineken Silver aims to position itself as a modern and refreshing beer choice, appealing to a younger and more diverse audience. The use of popular Marvel characters aligns with this strategy by connecting with a broad fan base. This campaign is a brilliant example of how brands can creatively engage with audiences by incorporating elements of popular culture and humor. Check out the article - https://lnkd.in/gtRk2tPu #marketing #celebrityendorsement #celebrity #campaign #creative #heineken #deadpool #wolverine

Challenging the Challengers 💥 "Brand participation is a continuous dance, and established brands have the resources to lead the way... But to truly connect, they must step outside their comfort zones and embrace the challenger mindset." As part of The Drum's Food & Drink Focus Week, TRO Strategy Director Charlie L. shared her thoughts on how legacy brands can adapt and thrive by going beyond the category, finding their niche and diving into sub-cultures. Read it here 👇 #marketingandadvertising #experientialmarketing #foodanddrinkindustry #thoughtleadership https://lnkd.in/eEGVz4a5

When 2 iconic brands collide, something "Off The Wall" is bound to happen. Check out this cool new can from New Belgium Brewing. That pattern is bringing back some memories! #AirBatonClients Here’s why brand managers should pay attention: 👍Co-branding done right The brands have shared values of authenticity, originality, and quality, creating a campaign that appeals to their consumers. 🎯 Targeted appeal They've nailed their target audience of craft beer lovers, outdoor enthusiasts, and those who appreciate a dash of "Off The Wall" style. 🎉Multi-channel magic From eye-catching packaging to engaging launch events to tech-enhanced promotions, they're hitting all the right notes across multiple platforms. What other brands would you love to see team up for a collaboration? Let's hear your ideas! Drop them in the chat. #FatTirexVans #BrandCollaboration #CoBranding #Marketing #OffTheWall #BeerMarketing 

In the wine industry, we're always on the lookout for how to reach new audiences or approach our target market more appealingly. The generation of content remains a primary headache for many brands as it requires a large investment and constant updating to remain relevant. Recent trends have shown that a new trend in the content generation sphere of marketing - that is: employee-generated content (EGC), which offers unique benefits to both marketing and HR. For one, it can humanize the brand, build authenticity, and foster a sense of community both internally and externally. The personal insights and genuine enthusiasm of employees can create a compelling narrative that resonates with consumers. It is necessary though to provide employees with a proper set of guidelines as the content might lack consistency and could potentially misalign with brand messaging. To successfully implement EGC, wineries can provide clear content guidelines to ensure alignment with brand values and encourage participation while maintaining a degree of editorial oversight. This balanced approach can harness the potential of EGC to enhance brand loyalty and engagement. I'm keen to know if there have been any local wineries or wine brands that have incorporated EGC into their marketing strategy and the success its generated. #anewwayofthinking #buildingbrands #brandambassadors #ECG #smartmarketing