As the world’s leading non-alcoholic beer, Heineken 0.0 is changing the way people think about beer. Because there’s no alcohol, now you can drink before driving, working out, or even saving the day. Which is why for the world’s biggest game - Super Bowl LVII - we teamed up with the world’s smallest Super Hero – Marvel Studios’ Ant-Man - to show that thanks to Heineken 0.0, you can even drink before you shrink.

Simply put, thanks to Heineken 0.0, Antman - who’s special suit allows him to shrink to the size of an ant - can now safely do something that was previously impossible: drinking before shrinking. And that’s exactly what he plans to do.

As the world’s leading non-alcoholic beer, Heineken 0.0 is changing the way people think about beer. Because there’s no alcohol, now you can drink before driving, working out, or even… saving the day. 

Returning home from a long day of saving the world, Ant-Man (played by Paul Rudd) heads to the fridge to grab a cold, refreshing beer. There, he discovers the first of a series of notes lecturing him about the dangers of “drinking and shrinking” left for him by his partner in crime-fighting, the genius scientist Hank Pym. Ever cavalier, Ant-Man tosses one note after the next into the trash, ultimately revealing that Hank has nothing to worry about, because the beer he’s drinking is a Heineken 0.0. Alcohol free. As Ant Man tosses the last note in the trash, he sees one final note, fixed to the trash bin - “lock the fridge”. Huh? Hank wonders… but it’s too late. The ants have already broken into the fridge and stolen an ice-cold Heineken 0.0 of their own.

The biggest alcohol-free beer brand x the world’s largest film franchise was a recipe for success. The campaign delivered a total of 2.5B paid media impressions, 1.6B of which were from linear TV, which made this the most-viewed beer campaign surrounding the Super Bowl. Awareness in February on Heineken 0.0 jumped a monumental 6.6% (Feb total 40.3%). Heineken 0.0 x Marvel Studios’ Ant-Man and The Wasp: Quantumania was TIME Magazine’s “best overall ad.” For earned media, we obtained 40B potential impressions. We also had the #4 share of engagement for all Super Bowl brands (behind Pepsi, Pop Corners and Bud Light, respectively). Engagement rate on social was a whopping 16.2%, the standard for CPG brands being between 1-2%. Paul Rudd understood the brand both in and out of the suit, explaining to ABC On the Red Carpet why he likes non-alcoholic beer, and the consumption occasion behind “Now You Can.”