• by Fern Siegel , April 9, 2024

Coca-Cola x Marvel: The Heroes just kicked off a new 360 campaign. It features immersive storytelling and a digital experience with fans’ favorite Marvel characters, such as Thor, She-Hulk, Captain America and Iron Man.

The latest alliance features a new TV spot, limited-edition Coke package designs with 38 character illustrations, various prizes and an immersive AR extension on Coca-Cola’s site.

Creative runs across TV, cinema and other video-sharing platforms, as well as digital and out-of-home programming.

Coca-Cola x Marvel: The Heroes is led by GUT with support from WPP Open X, including VML, Ogilvy and BCW, along with Momentum and Forpeople.

In the TV ad, a woman accidentally puts an entire comic book world in danger. But the magic of Coca-Cola unites the Marvel Universe and saves the day. In addition, the Coke cans are scannable and brings each character to life via AR. Fans can also win prizes, including Marvel screenings, movie tickets, Disney+ subscriptions and autographed memorabilia.

Mindy Hamilton, senior vice president of global marketing partnerships, Walt Disney Company, said: “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 — and tells stories in a way that can only be done when Coca-Cola and Disney come together.”

This collaboration will be available in more than 50 countries worldwide across North America, Latin America, Europe, China, Japan and Asia Pacific.

This effort is the latest in the 60-year relationship between Coca-Cola and Disney.