Fans can collect 38 character designs and be immersed in an unexpected Augmented Reality (AR) experience
In Coca-Cola and Marvel’s latest limited-time campaign, the brands have joined forces to bring the world of Marvel to life in an exciting new way with a brand new TV commercial and by delivering a never-before-seen consumer experience through exclusive, limited-edition Coca-Cola pack designs featuring 38 character illustrations, digital collectable characters, exciting prizes, and an immersive AR extension on Coca-Cola’s website.
This heroic collaboration will be supported by a 360 global campaign, which includes new creative that will run across TV, Cinema and other video sharing platforms, as well as digital and out-of-home programming.
“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 Islam ElDessouky, global head of creative strategy and content for Coca-Cola Trademark. “This latest collaboration with Marvel allows us to tap into the legacy and affinity for both brands to deliver consumers new and unexpected experiences.”
“Our corporate alliance with Coca-Cola uniquely positioned us to develop something remarkably innovative within the industry,” said Mindy Hamilton, Senior Vice President of Global Marketing Partnerships, The Walt Disney Company. “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.”
This collaboration kicks off with a new TVC, telling the story of the latest chapter in the long history of these iconic brands. In the spot, a woman accidentally puts an entire comic book world in danger. Then the Real Magic of Coca-Cola unites the Marvel Universe to save the day and provide an uplifting moment to the protagonist.
This new line of exclusive cans and bottles will feature heroes and villains from the Marvel Universe. Illustrated with a balance of white, red and black tones that highlight the characters, these cans leverage contrast to amplify the attention to detail within each limited-edition character design. The cans will be scannable and each will bring its character to life in a unique way through AR. In addition to collectable cans and thrilling AR experiences, Coca-Cola x Marvel: The Heroes offers fans a chance to win exciting prizes from Disney and Marvel. Prizing to include:
- Ultimate Fan Experience, Disney Cruise, Marvel Movie Screenings, Collectable Influencer Boxes, Movie Tickets, Autographed Memorabilia, Disney+ Subscriptions and more.
The more than 30 Marvel heroes and villains featured in 38 designs across these limited-edition products are:
Coca-Cola
| Blade | Cable | Colossus | Daredevil | Negasonic Teenage Warhead |
| Elektra | Juggernaut | Kingpin | Loki | Moon Knight |
| Wolverine
Deadpool |
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 |
Starting April 8, fans can start collecting characters from this exciting new collaboration in stores globally. This collaboration will be available in more than 50 countries worldwide across North America, Latin America, Europe, China, Japan and Asia Pacific.
Coca-Cola x Marvel: The Heroes is led by GUT with support from WPP Open X, including VML, Ogilvy, BCW along with Momentum and Forpeople.
About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is a total beverage company with products sold in more than 200 countries and territories. Our company’s purpose is to refresh the world and make a difference. We sell multiple billion-dollar brands across several beverage categories worldwide. Our portfolio of sparkling soft drink brands includes Coca-Cola, Sprite and Fanta. Our water, sports, coffee and tea brands include Dasani, smartwater, vitaminwater, Topo Chico, BODYARMOR, Powerade, Costa, Georgia, Gold Peak and Ayataka. Our juice, value-added dairy and plant-based beverage brands include Minute Maid, Simply, innocent, Del Valle, fairlife and AdeS. We’re constantly transforming our portfolio, from reducing sugar in our drinks to bringing innovative new products to market. We seek to positively impact people’s lives, communities and the planet through water replenishment, packaging recycling, sustainable sourcing practices and carbon emissions reductions across our value chain. Together with our bottling partners, we employ more than 700,000 people, helping bring economic opportunity to local communities worldwide. Learn more at www.coca-colacompany.com and follow us on Instagram, Facebook and LinkedIn.
About The Walt Disney Company
The Walt Disney Company, together with its subsidiaries and affiliates, is a leading diversified international entertainment and media enterprise that includes three core business segments: Entertainment, Sports and Experiences. Disney is a Dow 30 company and had annual revenues of $88.9 billion in its Fiscal Year 2023.
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- I'm Al Mega the CEO of Comic Crusaders, CEO of the Undercover Capes Podcast Network, CEO of Geekery Magazine & Owner of Splintered Press (coming soon). I'm a fan of comics, cartoons and old school video games. Make sure to check out our podcasts/vidcasts and more!
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