A fresh new duo is hitting the shelves in the condiment section, and you may recognize them from Marvel Studios’ latest film, Deadpool & Wolverine, in theaters July 26. With the iconic characters sporting the same colors as the popular pair that is HEINZ Ketchup and Mustard, the brand seized the opportunity to release limited-edition collectibles that let fans accessorize their ketchup and mustard bottles to resemble Deadpool and Wolverine.
"After seeing the conversation on social media highlighting the similarities between our two iconic duos—Deadpool & Wolverine and HEINZ Ketchup & Mustard—we knew we had to team up with the film,” says Lizzy Goodman, Brand Communications Manager for HEINZ U.S. at The Kraft Heinz Company. “Once we made that connection—we couldn’t unsee it—as these similarities go beyond color. One’s sweet, one’s zesty. Everybody has a favorite, but really, they’re better together. And most importantly, whether at the movie theater or a cookout, both duos play starring roles in an epic summer.”
The new products were created in collaboration with the film, drawing consumers in with Deadpool’s signature mask, suit, and most importantly, katanas, made specifically for HEINZ Ketchup bottles. Mustard lovers will take home bottles featuring Wolverine’s iconic claws, suit, and mask. Armed with their superhero attire, this collab showcases HEINZ Ketchup and Mustard’s standing as the heroes of barbecue season.
As a press release shared, the collectibles release is part of a larger collaboration between HEINZ and Marvel Studios’ Deadpool & Wolverine. The accompanying campaign launches with a short film featuring a custom voiceover by Deadpool himself, Ryan Reynolds, starting out like a new spot for Deadpool & Wolverine, before quickly morphing into an ad for HEINZ Ketchup and Mustard.
“I don’t spend much time on the internet,” says Ryan Reynolds, actor, writer, and producer of Deadpool & Wolverine. “When my assistant faxed me a photocopy of a memo (he spelled it ‘meme’ – ugh, assistants amirite?) wherein Deadpool and Wolverine were identified as a HEINZ Ketchup and Mustard bottle, respectively, I thought nothing of it and went back to my book and tea. But the faxes kept on coming! So, the idea was hatched to actually partner with HEINZ to bring this memo to life. Huzzah!”
HEINZ will release a select number of the Deadpool & Wolverine-inspired ketchup and mustard collectibles in the U.S. via social media in the upcoming weeks, and further details on how to get a set will be announced soon. For more information regarding this launch, click here.
More updates on the latest brand strategies await you here on DMN.
