RESULTS

$7.6M
MEDIA VALUE

13.5M
GLOBAL TRAILER
VIEWS

3 WKS
#1 AT BOX OFFICE

Heineken

BAD BOYS FOR LIFE

RESULTS

$7.6M
MEDIA VALUE

13.5M
GLOBAL TRAILER
VIEWS

3 WKS
#1 AT BOX OFFICE

SEARCH

BAD BOYS FOR LIFE

August 20, 2020
We secured quality Heineken brand exposure in Sony Pictures Bad Boys for Life, the highly anticipated, global tent pole film franchise with a priority for hands on placement with lead characters.  BLOCKBUSTER INTEGRATION Our team was early to pitch this project to Heineken to get the brand scripted into early drafts to displace competitors through our established relationship with the filmmakers. The integration successfully captured category exclusivity, brand signage and critical hands on usage by lead characters ‘Marcus’ (Martin Lawerence) and ‘Captain Howard’ (Joe Pantoliano). Beyond what was contracted, Heineken received additional exposure in the final scene of the film and was also placed in the film’s global trailer. The film went on to become the highest-grossing film in franchise history and landed #1 at the Box Office for 3 weeks in a row. The success has opened the brand to explore new integration opportunities in key Sony and Paramount tent pole releases in the coming year.

Read More

Featured in the latest Adweek article, Meilani Weiss, EVP of Brand Integration at R&CPMK shares her insight on how brands can best reach their audiences on streaming platforms and the complex landscape of brand integration. “Netflix boasts approximately 214 million worldwide users. Most of them are under 45. They have higher household income than an average consumer. And you can’t reach any of them with an ad buy. Last year, streaming eclipsed broadcast and cable TV in total viewership. This is according to Nielsen’s Gauge report, which found that 26% of all TV viewing is now streaming. The trend
R&CPMK clients – Colossal, LifeLabs, and Mastercard – made the list of Fast Company’s 2022 World Changing Ideas Awards in the Climate category. Congratulations to our clients and their respective teams at R&CPMK! “The climate category of Fast Company’s World Changing Ideas Awards recognizes projects designed to mitigate the impacts of climate change, limit emissions, help build resiliency to climate disasters, or otherwise help solve issues of climate crisis.” To view the full Fast Company article, click here. To learn more about our clients, read below. Colossal is nominated as a finalist for the Woolly Mammoth De-extinction Project, a