In an iconic union that brings together the fizz of Coca-Cola and the thrill of Marvel, Coca-Cola Philippines has unveiled its latest innovative collaboration: “Coca-Cola x Marvel: The Heroes”. This dynamic partnership marries Coca-Cola’s rich history with Disney’s storytelling prowess, continuing a legacy that spans over six decades, and the two iconic brands have continued their strong collaboration across projects, universes, and multiverses – such as the iconic Marvel Universe.
Collectible Designs and Augmented Reality Thrills
In a creative twist that marries classic beverage branding with cutting-edge technology, Coca-Cola has introduced six limited-edition can designs. Each can features iconic Marvel characters, from the fierce Wolverine to the cunning Elektra, and offers fans a unique augmented reality (AR) experience. By scanning the cans, consumers can bring their favorite heroes and villains to life right before their eyes, adding an interactive layer to every sip.
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 6 character illustrations, digital collectible characters, and an immersive AR extension on Coca-Cola’s website.
Innovative Campaign and Digital Integration
This heroic collaboration is 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 Mark Dee, Senior Marketing Director, Coca-Cola Philippines. “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 kicked off with a new digital film, 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 for the protagonist.
Artistic Cans and Character Roster
This new line of exclusive cans features 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 are scannable, and each will bring its character to life in a unique way through AR.
The Marvel heroes and villains featured in 6 designs across these limited-edition products are:
Collect, Scan, and Experience
These 6 collectible cans are available in Coca-Cola Original Taste and Coca-Cola Zero Sugar variants, ensuring that all fans can enjoy their favorite flavors. Available nationwide across physical and online retail platforms, these cans are expected to be a hit among collectors and fans, offering a taste of the Marvel Universe with every sip.
As Coca-Cola and Marvel continue to push the boundaries of what’s possible in brand collaboration, they invite fans to become part of this adventure. For an extended experience and more information on the Coca-Cola x Marvel AR journey, fans are encouraged to visit Coca-Cola’s official website and follow their social media pages.
For further details on this electrifying collaboration, follow the official Coca-Cola and Marvel pages on Facebook and Instagram. Visit coca-cola.com for that extended Coca-Cola x Marvel AR experience. Get ready to unleash the hero within with every sip of Coca-Cola!
