Heineken and Marvel have teamed up on a campaign to promote both the upcoming film “Ant-Man and The Wasp: Quantumania” and Heineken 0.0, according to information shared with Marketing Dive.

Running from Jan. 9 through Feb. 18, the campaign shows the film's star, Paul Rudd, enjoying the non-alcoholic beverage. The campaign includes television spots, in-store promotions and sweepstakes, along with digital and social placements. The initiative comes several weeks before the release of the latest installment in the “Ant-Man” film franchise on Feb. 17, but also near the start of Dry January, which has gained adoption in recent years as a time to abstain from drinking alcohol. 

During a 15-second spot, an ant named Anton seems to judge Rudd’s character, Scott Lang, for drinking on the job. However, Lang smugly reveals the beer is alcohol free, before going to back work.

Dry January has grown in popularity in recent years, with about 35% of legal-aged adults participating in the sober month during 2022. However, fewer young people are drinking beer in general, according to research. Additionally, those who plan on purchasing non-alcoholic beverages during the month have plummeted this year. In 2022, 33% of respondents to a survey indicated that they planned on buying non-alcoholic beer. For 2023, the number has slumped to 13%.