BAD BOYS FOR LIFE

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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.

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