Marvel and Coca-Cola assemble for new campaign
The Walt Disney Company and Coca-Cola have launched Coca-Cola x Marvel: The Heroes, a new global campaign featuring heroes and villains from across the Marvel Universe.
The limited-time campaign includes a brand-new television commercial and a never-before-seen augmented reality (AR) experience featuring exclusive, limited-edition Coca-Cola cans and bottle designs featuring 38 character illustrations. Each can is scannable to “bring its character to life through an AR extension on Coca-Cola’s website.”
Marvel characters on limited-edition Coca-Cola products include:
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, 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, Thor
“Our corporate alliance with Coca-Cola uniquely positioned us to develop something remarkably innovative within the industry,” said Disney Senior Vice President of Global Marketing Partnerships Mindy Hamilton. “We took the traditional marketing paradigm and redefined it in the best way possible.”
In addition to the collectible packaging and innovative AR experience, Coca-Cola x Marvel: The Heroes also includes a chance to win prizes from Disney and Marvel, including the Ultimate Fan Experience, Disney Cruise, Marvel movie screenings, collectible influencer boxes, movie tickets, autographed memorabilia, and Disney+ subscriptions. Click here to enter.
“Coca-Cola has a long history with Disney, and it’s exciting to have a relationship that encourages and enables us to continue to push ourselves and our relationship to new heights creatively,” said Coca-Cola Global Head of Creative Strategy and Content Islam ElDessouky. “This latest collaboration with Marvel allows us to tap into the legacy and affinity for both brands to deliver consumers new and unexpected experiences.”
Coca-Cola x Marvel: The Heroes are in more than 50 countries across North America, Latin America, Europe, China, Japan, and Asia Pacific. Click here for more information.
