What can bring a superhero & anti-hero together?

Heineken Silver (apparently).

The brand’s new commercial, featuring Deadpool & Wolverine, proves you can find common ground with anyone—all you need is light beer.

In today's newsletter:

• Heineken's light beer brings Deadpool & Wolverine together (find out why it’s the drink of choice for superheroes & anti-heroes alike)

• ‘Better With Pepsi’ campaign proves we actually prefer Pepsi to Coke (but did it actually convince consumers to make the switch?)

• Trend plug - Mishap marketing (this one’s perfect for product-based brands!)

• Should I respond to negative comments on my content? (well, it depends…)

- Charlotte, Editor ♡

It appears my thirst for anti-heroes goes beyond how good Ryan Reynolds looks in spandex as Heineken seeks to end bitterness with famed rivals Deadpool and Wolverine.

'All Taste, No Bitter Endings' is the brand’s latest campaign. It's centred around Heineken Silver, the lower alcohol option that claims to maintain the same great taste as the original.

The two iconic characters feature in a short but sweet commercial, which begins with Wade and Logan mid-fight, as per usual. Just as Wolverine is ready to throw a punch, Deadpool produces two cans of Heineken Silver. The cans are supposedly made from Wolverine's Adamantium claws, rendering him powerless.

'I made us something special!' Wade announces, as 'Just the Two of Us' begins playing in the background. The clip ends with the two clinking cans, rising above hostility and ending their long-standing feud. 

So why's Heineken featuring MCU characters in an ad for light beer?

[Keep reading]

-Sophie, Copywriter

‘Better With Pepsi’ Proves We Actually Prefer Pepsi to Coke

Let’s be real. Can you guys actually taste the difference between Pepsi and Coke?

Brown, carbonated sugar. That’s all I’m getting. And with ALL the variations on either side, I honestly can’t say one’s really different from the other, let alone better.

But the Pepsi vs. Coke debate is one of the most prominent in food history.

The never-ending rivalry over brown fizz makes me want to eye roll into another universe. But even I must admit this rivalry has led to some pretty entertaining ad campaigns.

So, who am I to judge?

And one campaign stands out amongst the age-old feud. 

'Better With Pepsi' started in 2021 and spanned over three years with several variations.

This particular  campaign was founded on one unspoken cultural truth. Despite the fact that the preference split for the drinks is basically even, the top three burger chains in the U.S. have only sold Coke for the last 30 years. And this prevents people from enjoying their favourite takeout with an ice-cold Pepsi.

So Pepsi set out to right this wrong.

[Keep reading]

-Sophie, Copywriter

Trend Plug - Mishap Marketing

Ok, I know you've seen this trend.

You know the one where brands use viral mishap videos to market their products? One moment someone's falling off their couch, cue a smoother-than-silk transition to the creator introducing their product.

If you haven't actually tried this for your brand yet, here's your sign to get amongst it.

And the key here is the more bizarre, the better.

A few ideas to get you started:

• Get up from falling over with your product in hand (like this).

• Transition from rolling off a stretcher to displaying your products (like this)

• Recover from getting hit by a car by promoting your product. Incorporate a siren sound to complete the effect (like this).

-Abdel, Social Media Coordinator

Tune in to the YAP Podcast

Got FOMO?

Listen to the YAP podcast Tuesday - Saturday, where we break down everything that’s happening in marketing right now so you’re always in the know.

Watch the full podcast here and subscribe to our YouTube Channel so you never miss an episode.

Ask the Editor

Q - Should I ignore negative comments on my content or should I answer them? -Cara

Hey Cara!

If you're just getting a few haters every now and then, there's nothing wrong with ignoring them! Especially if you're getting racist, political, or malicious comments, you're better off leaving them alone or hiding those comments.

But sometimes, if you're getting a lot of negative comments, that's something you need to pay attention to. Maybe you've offended a group of people and you need to apologise. That feedback can help you create better connections with your audience.

Ultimately, you have to respond in line with your values. You'll know whether the negative comments have any merit or not!

- Charlotte, Editor ♡