In the middle of the current work week, investors were eager to take a few swigs of brewery stock Heineken (HEINY 0.02%). They were most likely encouraged by the company's announcement of a potentially very high-profile co-marketing deal with an upcoming blockbuster Hollywood film, as they pushed the company's stock 4% higher on Wednesday.
Pitt stop
Heineken announced that its Heineken 0.0 non-alcoholic beer is an official partner of F1: The Movie, a high-budget spectacular produced by Apple's film unit and distributed by Warner Bros. Discovery. The movie, starring Brad Pitt as a veteran Formula One driver, is slated for U.S. release on Friday, June 27.
Image source: Getty Images.
As part of the collaboration between brewer and movie, Heineken 0.0 will be prominently featured in a TV ad campaign; the spot released by the company showed co-star Damson Idris consuming the drink. Pitt appears in something of a supporting role in the ad. The beverage will also likely be product-placed within the film.
Heineken didn't hesitate to point out that its involvement with F1-themed material is part of a longer-tail strategy. In the press release touting the current partnership it said that it has been a sponsor of the elite motorsport since 2016.
Since F1: The Movie centers around extremely fast vehicles, it would be awkward to advertise the Netherlands-based company's foundational alcohol-packed beer. Instead, the company is tying into the racing world by stressing the merits of moderation.
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To that end, Heineken quoted its global head of brand Nabil Nasser as saying that "This partnership isn't just about visibility -- it's about making alcohol-free choices feel natural, accepted and relevant in the moments that matter, especially in social settings."
It doesn't hurt that this is occurring with a film that stands a good chance of attracting a large and wide audience. Formula One is a universally followed sport, so it's a wise choice of marketing partner for an international brand like Heineken.
