Coca-Cola and Marvel Unite for Exhilarating Immersive Collaboration

Today Coca-Cola unveiled Coca-Cola x Marvel: The Heroes, the latest ground breaking collaboration with Marvel, featuring immersive storytelling and a digital experience with fans’ favourite Marvel characters. Coca-Cola’s relationship with Disney began more than 60 years ago, and the two iconic brands have continued their strong collaboration across projects, universes and multiverses – such as the iconic Marvel Universe. 

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

- 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  

Starting April 8th, 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.