Coca-Cola and Disney join forces once again to bring Marvel heroes and villains to life in their latest campaign launching today.
The long-standing collaboration between the two iconic brands, spanning over 60 years, has led to the creation of “Coca-Cola x Marvel: The Heroes,” offering fans immersive storytelling and engaging experiences.
The campaign kicks off with a captivating TV spot where a woman in a comic book shop inadvertently sets off a chain of events, bringing illustrated characters to life. From her shirt emerges Juggernaut, wreaking havoc, until Captain America, Daredevil, and Black Widow arrive to save the day.
Leading the creative efforts are GUT and WPP Open X, ensuring the campaign’s presence across various platforms including TV, cinema, video sharing platforms, digital channels, and out-of-home advertising.
Moreover, limited-edition Coca-Cola packs feature 38 character illustrations, with scannable cans unlocking collectible digital heroes. Whether reaching for a classic Coke or Zero Sugar, fans can encounter beloved characters like Blade, Deadpool, Loki, Ant-Man, She-Hulk, and Shang-Chi.
The collaboration offers an immersive augmented reality (AR) experience on the Coca-Cola website, along with an exciting prize giveaway featuring rewards such as a Disney cruise, exclusive Marvel movie screenings, autographed memorabilia, and Disney+ subscriptions.
Mindy Hamilton, Senior Vice President of Global Marketing Partnerships at Disney, expresses enthusiasm for the campaign, stating, “We took the traditional marketing paradigm and redefined it in the best way possible.” She emphasizes how the campaign leverages the power of the Marvel Universe, celebrating its rich history of beloved characters in collaboration with Coca-Cola and Disney.
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.