April 9, 2024
(press release)
–
Two of the mightiest brands in pop culture are assembling for an unprecedented global campaign. On Monday, The Walt Disney Company and Coca-Cola launched Coca-Cola x Marvel: The Heroes — an innovative collaboration featuring some of Marvel’s most popular characters. In the limited-time campaign, the two beloved brands are bringing the world of Marvel to life with a brand-new TV commercial, as well as a never-before-seen consumer experience featuring exclusive, limited-edition Coca-Cola pack designs featuring 38-character illustrations. The new line of exclusive cans and bottles will feature heroes and villains from across the Marvel Universe. Illustrated with a balance of white, red, and black tones that highlight the characters, each can is scannable and brings its character to life through an AR extension on Coca-Cola’s website. In addition to the collectable cans and innovative AR experience, Coca-Cola x Marvel: The Heroes offers fans a chance to win exciting prizes from Disney and Marvel, including the Ultimate Fan Experience, Disney Cruise, Marvel movie screenings, collectable influencer boxes, movie tickets, autographed memorabilia, and Disney+ subscriptions. “Our corporate alliance with Coca-Cola uniquely positioned us to develop something remarkably innovative within the industry,” Mindy Hamilton, Senior Vice President of Global Marketing Partnerships at The Walt Disney Company, said. “We took the traditional marketing paradigm and redefined it in the best way possible.” Hamilton added that 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.” The collaboration kicks off with a new TV spot that showcases a woman, who accidentally puts an entire comic book world in danger. Then, the real magic of Coca-Cola unites the Marvel Universe to save the day. For nearly 85 years, Marvel has inspired millions of fans with diverse characters and timeless stories and now Coca-Cola is bringing these heroes to its iconic bottles while continuing its relationship with Disney that began more than 60 years ago. “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,” Islam ElDessouky, Global Head of Creative Strategy and Content for Coca-Cola TM, added. “This latest collaboration with Marvel allows us to tap into the legacy and affinity for both brands to deliver consumers new and unexpected experiences.” The Marvel characters featured in 38 designs across the limited-edition products include: Starting today, fans can collect characters from this exciting new collaboration in stores globally. Coca-Cola x Marvel: The Heroes will be available in more than 50 countries worldwide across North America, Latin America, Europe, China, Japan, and Asia Pacific. The Coca-Cola x Marvel: The Heroes collaboration marks the latest way fans can express their Marvel fandom, as Marvel remains one of the world’s most prominent character-based entertainment companies — built on a library of more than 8,000 characters featured in comic books, consumer products, films, series, theme park attractions & lands, and more.
* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.
