Coca-Cola and Marvel Partner for AR Campaign
This latest collaboration with Marvel allows Coca-Cola to tap into the legacy and affinity for both brands to deliver consumers new and unexpected experiences.
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Coca-Cola and Marvel are extending their heroic partnership with the launch of limited-edition packaging and immersive storytelling featuring a cinematic commercial.
Islam ElDessouky, Global Head of Creative Strategy and Content for Coca-Cola Trademark, said, “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,” Islam added.
Mindy Hamilton, Senior Vice President of Global Marketing Partnerships at The Walt Disney Company, said, “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 entering its 85th year of beloved characters—and tells stories in a way that can only be done when Coca-Cola and Disney come together,” Mindy added.
Coca-Cola x Marvel: The Heroes showcases custom 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 a balance of white, red, and black tones.
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This 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 merchandise on CokeStore.com.
This partnership isn’t just about packaging—it’s a full-fledged campaign that spans across various mediums. From a captivating commercial that tells the tale of a comic book world in peril to digital character collectibles, out-of-home content, and exclusive merchandise on CokeStore.com, Coca-Cola and Marvel are weaving a narrative that goes beyond the ordinary.
