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For three decades, Heineken had been locked out of advertising in the booziest sporting event of the year. To celebrate its highly anticipated return in Super Bowl 57, the brand is televising a tribute to responsible consumption.
Heineken 0.0, which sits at the top of the nonalcoholic beer category, is reminding consumers that keeping an ice cold case in the office isn’t necessarily an irresponsible choice. In partnership with Marvel to promote its February release of Ant-Man and the Wasp: Quantumania, the brand’s 30-second spot popularizes a loophole to his “no shrinking and drinking” rule.