Heinz Styled Ketchup and Mustard to Look Like Deadpool & Wolverine
Laura McQuarrie — July 16, 2024 — Marketing
References: HEINZ & businesswire
Marvel Studios’ Deadpool & Wolverine is set to arrive in theaters soon and in anticipation of the summer movie release, Heinz noticed a striking similarity between the titular characters and ketchup and mustard. For the first time ever, Heinz is releasing limited-edition collectibles that let fans accessorize their condiment bottles to look like 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,” said 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."
The collectibles include both characters' signature masks and suits, plus Deadpool’s katanas and Wolverine’s iconic claws.
"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,” said 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."
The collectibles include both characters' signature masks and suits, plus Deadpool’s katanas and Wolverine’s iconic claws.
Trend Themes
1. Collectible-themed Food Packaging - Branded condiments styled after popular movie characters create a new avenue for collectible-themed food packaging.
2. Movie-consumer Brand Collaborations - Collaborations between consumer brands and movie franchises leverage fandom to create unique and limited-edition products.
3. Crossover Merchandise - Items that merge popular culture icons with everyday products open up innovative marketing strategies focused on crossover merchandise.
Industry Implications
1. Food and Beverage - Limited-edition condiment packaging that features popular characters can boost consumer engagement within the food and beverage industry.
2. Entertainment - Partnerships between movie studios and consumer brands expand potential revenue streams and marketing opportunities.
3. Merchandising - Creating collectible versions of everyday items taps into the merchandising industry's capacity for novelty and exclusivity.
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