In a first for the legacy brand, Heinz created limited-edition collectibles that let fans accessorize their condiment bottles to look like the warring superheroes. Tiny add-ons include Deadpool’s mask, suit and, most important, katanas, tailor-made for ketchup bottles. Wolverine’s claws, suit and mask are available for mustard cosplay.
Inspiration came from social media, according to Lizzy Goodman, brand communications manager for Heinz U.S. at Kraft Heinz. “Once we made that connection, we couldn’t unsee it, as these similarities go beyond color,” she said in a statement. “One’s sweet, one’s zesty—everybody has a favorite, but really, they’re better together.”
The promo debuted earlier this month with a fourth wall-breaking spot, called “Now You Can’t Unsee It,” with narration from Reynolds.
Old Spice
The personal care brand has already aligned successfully with big-screen and streaming hits of the recent past, including Thor, Dungeons and Dragons and The Witcher. For its first link to the Deadpool milieu, Old Spice centers on a beloved and underused supporting character: Blind Al, played by acting legend Leslie Uggams.
Blind Al, known for having a nose for nonsense, can’t see Deadpool but she sure can smell him. Her solution is to offer her roomie a can of Old Spice Total Body Deodorant because it “fights stank 24/7,” she says in the brand’s commercial, which draws heavily on clips from the flick.
Jack in the Box
