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Coca Cola and Marvel tap augmented reality in new packaging and storytelling campaign
Coca Cola and Marvel are extending their heroic partnership with the launch of limited-edition packaging and immersive storytelling featuring a cinematic commercial.
Coca Cola x Marvel: The Heroes features bespoke illustrations of over 30 characters from across the Marvel Universe—from Ant-Man to Captain America—on Coca Cola and Coca Cola Zero Sugar bottles and cans, brought to life with balance of white, red and black tones. Scannable QR codes unlock Augmented Reality (AR) animation experiences for each hero or villain, plus the chance to win exclusive prizes including Disney Cruise vacations, autographed memorabilia and more.
The collaboration will be supported by an immersive, multifaceted campaign anchored by a new commercial, as well as digital character collectibles, out-of-home content and exclusive merch on CokeStore.com.
In the spot, a woman accidentally puts an entire comic book world in danger before the “Real Magic” of Coca Cola unites the Marvel Universe to save the day.
Islam ElDessouky, Global Head of Creative Strategy and Content, Coca Cola Trademark: “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. This latest collaboration with Marvel allows us to tap into the legacy and affinity for both brands to deliver consumers new and unexpected experiences.”
Fans can start collecting characters, as packaging begins to rotate on shelves, from the collaboration in more than 50 countries across North America, Latin America, Europe, China, Japan and Asia Pacific. Fans should be on the lookout for their favorite Marvel characters throughout the summer.
Mindy Hamilton, Senior Vice President of Global Marketing Partnerships, The Walt Disney Company: “Our corporate alliance with Coca Cola uniquely positioned us to develop something remarkably innovative within the industry. 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.”
