Building on a longstanding partnership, Disney announced on Monday that Coca-Cola and Marvel have joined forces to launch an extraordinary global campaign that is made for superhero fans.
This collaboration of giants introduces a lineup of collectible Coca-Cola and Coca-Cola Zero Sugar cans and bottles featuring iconic Marvel characters, now available in stores spanning 50 countries worldwide.
“It’s exciting to have a relationship that encourages and enables us to continue to push ourselves and our relationship to new heights creatively,” Islam ElDessouky, global head of creative strategy and content for Coca-Cola TM, said in a press release.
“This latest collaboration with Marvel allows us to tap into the legacy and affinity for both brands to deliver consumers new and unexpected experiences,” ElDessouky added.
‘The Coca-Cola x Marvel: The Heroes’ Campaign
Led by creative agencies GUT and WPP Open X, the ambitious campaign is launched with a short movie about how a comic-book store staff member unintentionally put a fantasy world in danger.
It seems that her gloomy mood brings the Juggernaut on her shirt alive, wreaking havoc within the world of a comic book.
Falcon immediately sweeps in to save the day in the fictional world, while Daredevil, Colossus, and Black Widow (as Deadpool eats some popcorn) team up to raise the woman’s mood with a bottle of Coca-Cola.
With a global presence, this campaign leverages the immense popularity of the Marvel Universe and Coca-Cola products to connect with audiences on a global scale.
“The Coca-Cola x Marvel: The Heroes” campaign brings to life a range of limited-edition cans adorned with vivid character illustrations of 38 different Marvel characters.
- Coca-Cola: Blade, Cable, Colossus, Daredevil, Deadpool, Elektra, Juggernaut, Kingpin, Loki, Moon Knight, Negasonic Teenage Warhead, Wolverine, Nick Fury, Storm (U.S. Only), Super Skrull and War Machine
- Coca-Cola Zero Sugar: Ant-Man, Black Panther, Black Widow, Captain America, Captain Marvel, Doctor Strange, Groot, Hulk, Iron Man, Ms. Marvel, She-Hulk, Rocket, Scarlet Witch, Shang-Chi, Star-Lord, Thanos and Thor
Fans can then scan the QR codes on the packaging to witness their favorite heroes and villains in a dynamic augmented reality (AR) experience.
“Our corporate alliance with Coca-Cola uniquely positioned us to develop something remarkably innovative within the industry,” Mindy Hamilton, SVP of global marketing partnerships at The Walt Disney Company, shared.
“We took the traditional marketing paradigm and redefined it in the best way possible,” she added.
In other countries, like Japan, several 15-second versions of the commercial have already been released.
The campaign will also give away prizes, such as “the Ultimate Fan Experience, Disney Cruise, Marvel movie screenings, collectible influencer boxes, movie tickets, autographed memorabilia, and Disney+ subscriptions.”
