Coca-Cola and Marvel are expanding their epic partnership by introducing limited-edition packaging in aluminium cans and captivating storytelling in their latest venture, "Coca-Cola x Marvel: The Heroes." This exciting collaboration showcases custom illustrations of over 30 iconic characters spanning the Marvel Universe, from Ant-Man to Captain America, gracing Coca-Cola and Coca-Cola Zero Sugar bottles and aluminium cans.
Exciting features included
But the real magic lies in the scannable QR codes on each bottle and can. These codes unlock an Augmented Reality (AR) experience, bringing each hero or villain to life right in your living room. Imagine the thrill of seeing Iron Man's suit materialize before your eyes or the awe of witnessing Doctor Strange's mystical powers on your kitchen table.
Alongside these thrilling AR adventures, participants also have the chance to win exclusive prizes that even Tony Stark would envy. Picture yourself setting sail on a Disney Cruise vacation, proudly displaying autographed memorabilia in your home, or perhaps even scoring one-of-a-kind Marvel collectables.
"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. This latest collaboration with Marvel allows us to tap into the legacy and affinity for both brands to deliver consumers new and unexpected experiences," said Islam ElDessouky, Global Head of Creative Strategy and Content for Coca‑Cola Trademark.
About the campaign
The campaign will be supported by a rich, multifaceted approach featuring a brand-new commercial at its core. Fans can also look forward to digital character collectables, captivating out-of-home content and exclusive merchandise available on CokeStore.com. This partnership promises an unforgettable fusion of the beloved Coca-Cola brand and the legendary Marvel Universe.
Beginning April 8th, fans can embark on their collection journey as the specially designed packaging starts appearing on shelves across more than 50 countries spanning North America, Latin America, Europe, China, Japan, and the Asia Pacific region. Throughout the summer, fans should keep their eyes peeled for their favourite Marvel characters, each awaiting discovery in this thrilling collaboration.
“Our corporate alliance with Coca‑Cola uniquely positioned us to develop something remarkably innovative within the industry. We took the traditional marketing paradigm and redefined it in the best way possible. The result is an unprecedented campaign that taps into the power of the Marvel Universe—which is heading into its 85th year of beloved characters—and tells stories in a way that can only be done when Coca‑Cola and Disney come together,” added Mindy Hamilton, Senior Vice President of Global Marketing Partnerships, The Walt Disney Company.
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