
Continuing a history of
Disney collaborations going back around 60 years, Coca-Cola has reunited with Disney’s Marvel franchise for a global “Coca-Cola x Marvel: The Heroes” initiative.
The campaign
is centered around packaging featuring 38 illustrations of Marvel characters, digital collectable characters, an AR extension through Coca-Cola’s website, and promotional giveaways. A global
initiative, the specialty packaging will be available in more than 50 countries across North America, Latin America, Europe, China, Japan and the Asia Pacific region.
A hero ad kicks off the campaign centered around a bottle of Coca-Cola featuring myriad Marvel characters, without any spoken dialogue. In addition to
the ad, which will run across TV, cinema, and other video sharing platforms, the cross-platform global campaign will also include digital and out-of-home initiatives.
advertisement
advertisement
The precise timeline of
the campaign’s duration is unclear, but Marvel's upcoming “Deadpool & Wolverine” is slated for a July 26 theatrical release, making it hard to imagine it wouldn’t continue
into the summer. A spokesperson for Coca-Cola told Marketing Daily that the campaign will premiere over the next couple of months, with launches on a “rolling basis” across
different markets globally, but did not provide further details.
Beginning April 8, specialty packaging featuring 38 different illustrations will appear across both Coca-Cola and Coca-Cola
Zero Sugar. The line will feature cans and bottles with more than 30 different Marvel Universe heroes and villains illustrated with a white, red, and black color palette, which seems to align with
brand design for both brands. Packaging is also designed to be scannable, bringing each of the designs to life through AR experiences.
The packaging also connects consumers to promotional
sweepstakes offering a chance to win a series of prizes, including a Disney cruise, Marvel movie screenings, autographed Marvel memorabilia, and a Disney+ subscription.
The list of
characters includes Wolverine, Deadpool and Nick Fury for Coca-Cola, and Black Panther, Black Widow, Captain America and Doctor Strange for Coca-Cola Zero Sugar.
“This latest
collaboration with Marvel allows us to tap into the legacy and affinity for both brands to deliver consumers new and unexpected experiences.”, Islam ElDessouky, global head of creative strategy
and content for Coca-Cola Trademark, said in a statement.