Fans can collect 6 character designs and be immersed in an unexpected Augmented Reality (AR) experience
JULY 2024, MANILA, PHILIPPINES – Coca-Cola Philippines unveils Coca-Cola x Marvel: The Heroes, the latest groundbreaking collaboration with Marvel, featuring immersive storytelling and a digital experience with fans’ favorite 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 – such as 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 with a brand new TV commercial and by delivering a never-before-seen consumer experience through exclusive, limited-edition Coca-Cola pack designs featuring 6 character illustrations, digital collectible characters, and an immersive AR extension on Coca-Cola’s website.
This heroic collaboration is supported by a 360 global campaign, which includes new creative that will run across TV, 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 Mark Dee, Senior Marketing Director, Coca-Cola Philippines. “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 kicked off with a new digital film, telling the 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 features 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 are scannable, and each will bring its character to life in a unique way through AR.
The Marvel heroes and villains featured in 6 designs across these limited-edition products are:
- Coca-Cola
- Deadpool
- Elektra
- Wolverine
- Coca-Cola Zero Sugar:
- Captain America
- Iron Man
- Scarlet Witch
The 6 designs of the Coca-Cola x Marvel limited-edition cans that come in Original Taste and Zero Sugar variants are now available nationwide in physical and e-commerce stores until supplies last.
To learn more about the campaign, follow us on our official pages on Facebook and Instagram. Visit www.coca-cola.com for that extended Coca-Cola x Marvel AR experience.
