Sorry, Tony Stark, however on the subject of the Marvel Cinematic Universe’s culinary preferences, guacamole and mango smoothies are in, and shawarma is out.
At the very least, that’s the takeout takeaway from the “Collateral Stains” marketing campaign assembled by Tide and Marvel Studios. Launched in January forward of the Feb. 14 launch of Captain America: Courageous New World, the advertisements highlight how Tide Oxi Increase Energy PODS are as powerful on meals stains because the Avengers are on the likes of Thanos and Ultron.
Iron Man’s favourite meal notably isn’t featured within the marketing campaign, which encompasses a 30-second advert and a trio of 15-second spots produced by Saatchi & Saatchi and MSL, with a partnership from Le Truc as a part of the Woven Collaborative. However Alex Perez, Proctor and Gamble’s vice chairman for North America Laundry, swears that shawarma discussions had been on the menu.
“Shawarma was one thing we positively talked about,” Perez tells ADWEEK in our unique interview. “However we actually needed to give attention to Captain America: Courageous New World, so we couldn’t get all the tie-ins from the beginning of the MCU.”
Lest Tony rolls over in his grave, Perez makes it clear that his crew nonetheless loves the shawarma concept 3000. “We’ll get to shawarma sooner or later,” he vows, noting that Tide labored a tuna soften right into a earlier Marvel collaboration for 2022’s Physician Unusual within the Multiverse of Insanity—a understanding reference to a joke from Avengers: Infinity Struggle. “We’re slowly making our manner by way of all of the fan stain theories.”
New Cap, New World
Within the meantime, Tide is making a meal out of its high-concept conceit for the Courageous New World marketing campaign. Within the movie, Anthony Mackie’s Sam Wilson has assumed the Captain America mantle and protect beforehand wielded by Chris Evans’ Steve Rogers. However he’s nonetheless on uneasy phrases with the powers that be in Washington, D.C., together with new president Thaddeus Ross, now performed by Harrison Ford, taking up a task originated by the late William Damage.
