The Walt Disney Company and Coca-Cola launched a collaboration Coca-Cola x Marvel: The Heroes featuring some of Marvel’s most popular characters.
In the limited-time campaign, the two companies have brought the world of Marvel to life with a new TV commercial, as well as a consumer experience featuring limited-edition Coca-Cola pack designs featuring 38-character illustrations, including heroes and villains from across the Marvel Universe. The cans are scannable and bring its character to life through an AR extension on Coca-Cola’s website. The cans will be available in more than 50 countries worldwide across North America, Latin America, Europe, China, Japan, and Asia Pacific.
In addition, the campaign offers fans a chance to win prizes like the Ultimate Fan Experience, Disney Cruise, Marvel movie screenings, collectable influencer boxes, movie tickets, autographed memorabilia, and Disney+ subscriptions.
“Our corporate alliance with Coca-Cola uniquely positioned us to develop something remarkably innovative within the industry,” said The Walt Disney Company global marketing partnerships senior vice president Mindy Hamilton. “We took the traditional marketing paradigm and redefined it in the best way possible.”
The collaboration kicks off with a new TV spot that showcases a woman, who accidentally puts an entire comic book world in danger. Then, the real magic of Coca-Cola unites the Marvel Universe to save the day.
“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 creative strategy and content global head 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.”
The Marvel characters featured in 38 designs across the limited-edition products include:
- Coca-Cola: Blade, Cable, Colossus, Daredevil, Deadpool, Elektra, Juggernaut, Kingpin, Loki, Moon Knight, Negasonic Teenage Warhead, Wolverine, Nick Fury, Storm (US 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
