Brand partnerships: Some are Genius, Some are Just Dumb
Taking a look at the Heinz Ketchup brand partnership with Deadpool & Wolverine
In a 2000 marketing Elo move, Heinz Ketchup recently teamed up with Marvel's iconic characters, Deadpool and Wolverine, for a unique brand partnership. This collaboration has not only caught the attention of fans but also exemplified a savvy marketing strategy that other brands should take note of.
Why the Partnership Works?
Timing…
Despite the fanbase growing to think that Marvel films were dead, Deadpool & Wolverine stepped up to create a new wave of craze all over social media. Although this could be just luck, there are design choices, in the movie, and in the ad campaigns by Heinz, that give them a nudge in the right direction.
Heinz joins the Virality
The partnership offers Heinz unprecedented visibility. Limited-edition packaging featuring Deadpool and Wolverine not only stands out on shelves but also generates buzz on social media. Fans eager to showcase their unique finds share images and stories, amplifying the campaign’s reach far beyond traditional advertising. The new bottles might even be considered as merchandise or even collectible items.
The collaboration doesn’t just stop at flashy packaging. Heinz has cleverly integrated the characters into their promotional content, using Deadpool’s humor to create engaging ads and Wolverine’s tough-guy image to reinforce the brand’s strong presence. This storytelling approach keeps the campaign fresh and entertaining, making it more likely to stick in consumers’ minds.
About the Design
Where we move away from billboard advertisements, towards digital marketing, it’s obvious the marketing crew knew what they were doing. Only a few billboards like the one seen above have been put up, conveniently in high-traffic areas. They knew it would go viral, and it did.
Room for Improvement in Brand Partnerships (in general)
1. Deeper Integration
While the Heinz and Marvel collaboration is visually striking, future partnerships could benefit from deeper integration. For instance, incorporating product usage into the characters' storylines or making the partnership part of a larger narrative arc could enhance engagement. Imagine Deadpool and Wolverine involved in a Heinz-themed adventure or mission—this would create a more immersive experience for fans.
2. Personalization and Interactivity
Interactive elements, such as exclusive digital content or augmented reality experiences, could elevate the partnership further. For example, consumers could unlock special Deadpool and Wolverine-themed content or experiences by purchasing Heinz products. This added layer of interaction would deepen consumer engagement and create a buzz beyond traditional marketing.
How about adding a QR code to a secret website behind the limited edition bottles?
3. Broader Cross-Promotions
For other brands looking to do this, should you do this, maybe? Don’t turn out to be KFC with a gaming pc that heats your chicken. There’s a fine line between a marketing stunt made to entertain people and a stunt made for people to laugh at. On the other hand, the two brands should be different, and of course, they will be different (by nature).
We’re not seeing an Apple X Google ad, are we? But there should be an aha moment. The design and strategy for the campaign is all it comes down to.
Conclusion
Heinz’s partnership with Deadpool and Wolverine is a prime example of how leveraging popular culture can create a powerful and memorable marketing campaign. By combining humor, iconic characters, and smart storytelling, Heinz has set a new standard for brand collaborations. For future partnerships, a focus on deeper integration, interactivity, and broader cross-promotions could turn good campaigns into great ones.