A bottle of Dutch brewing giant Heineken's first alcohol-free beer, called Heineken 0.0, is pictured on March 3, 2017 i Amsterdam. (Photo by Koen van Weel / ANP / AFP) / Netherlands OUT (Photo by KOEN VAN WEEL/ANP/AFP via Getty Images)
The Heineken 0.0 Super Bowl 2023 Ad Is Getting The Marvel Treatment
By Nick Johnson
A few years ago, several Avengers and associated characters started to appear in Hyundai commercials, which is a no-brainer considering these characters are a big part of our pop culture and instant money makers. During this year's Super Bowl, Heineken jumped on the Marvel bandwagon for its Heineken 0.0 ad.
The commercial opens with Paul Rudd's Ant-Man in his superhero suit as he sets down a sweaty green bottle of Heineken on the counter before him. He is quickly besieged by a disapproving ant, aptly named Anton, but Ant-Man assuages the ant's concerns by spinning the bottle around, revealing the bold 0.0% label printed on its face.
Using a Marvel character for a non-alcoholic beer ad may seem like a waste of air time, but in a 2022 CNBC report citing a Nielsen study, the non-alcoholic beer market saw a 20% growth. CNBC adds that GMI Insights projects the non-alcoholic industry to be worth $40 billion in just under a decade.