The Walt Disney Company and Coca-Cola have unveiled "Coca-Cola x Marvel: The Heroes," a global campaign that merges the iconic worlds of Marvel's superheroes with Coca-Cola's signature branding.
This limited-time initiative features a TV commercial, exclusive Coca-Cola packaging adorned with 38 Marvel character illustrations, and an augmented reality (AR) experience that brings these characters to life.
Fans also have the opportunity to win a range of prizes, from the Ultimate Fan Experience and Disney Cruises to Marvel movie screenings and Disney+ subscriptions.
The new line of exclusive cans and bottles will feature heroes and villains from across the Marvel Universe. Illustrated with a balance of white, red, and black tones that highlight the characters, each can is scannable and brings its character to life through an AR extension on Coca-Cola's website.
In addition to the collectible cans and innovative AR experience, Coca-Cola x Marvel: The Heroes offers fans 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.
"Our corporate alliance with Coca-Cola uniquely positioned us to develop something remarkably innovative within the industry," Mindy Hamilton, Senior Vice President of Global Marketing Partnerships at The Walt Disney Company, said. "We took the traditional marketing paradigm and redefined it in the best way possible."
Hamilton added that the result is "an unprecedented campaign that taps into the power of the Marvel Universe" and "tells stories in a way that can only be done when Coca-Cola and Disney come together."
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.
For nearly 85 years, Marvel has inspired millions of fans with diverse characters and timeless stories and now Coca-Cola is bringing these heroes to its iconic bottles while continuing its relationship with Disney that began more than 60 years ago.
"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," Islam ElDessouky, Global Head of Creative Strategy and Content for Coca-Cola TM, added. "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
Starting today, fans can collect characters from this exciting new collaboration in stores globally. Coca-Cola x Marvel: The Heroes will be available in more than 50 countries worldwide across North America, Latin America, Europe, China, Japan, and Asia Pacific.
The Coca-Cola x Marvel: The Heroes collaboration marks the latest way fans can express their Marvel fandom, as Marvel remains one of the world's most prominent character-based entertainment companies — built on a library of more than 8,000 characters featured in comic books, consumer products, films, series, theme park attractions & lands, and more.
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