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VIRAL EXCLUSIVE
Sept. 13, 2024
Coca-Cola® and Marvel Collaboration Launches Limited-Edition Cans Featuring Marvel Characters
Fans can collect limited-edition cans in 6 unique character designs, digital collectible characters, unlock unexpected AR experiences.
SINGAPORE – Coca-Cola Singapore unveils
Coca-Cola x Marvel: The Heroes, the latest groundbreaking 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 – including 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 by delivering a
never-before-seen consumer experience through exclusive, limited-edition
Coca-Cola pack designs featuring 6 characters illustrations, digital
collectible 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 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 featured spot, a 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.
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 collectible cans and thrilling AR experiences, Coca-Cola x Marvel: The
Heroes offers fans a chance to win exciting prizes from Disney and Marvel,
including Marvel Colour Changing Cup, Deadpool Pillow, Marvel Bucket Hat, and a
3D2N trip to Hong Kong Disneyland.
