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The partnership sees Marvel Comics' characters featured prominently on Coca-Cola bottles and cans.
The Walt Disney Company and Coca-Cola have announced a new collaboration named "Coca-Cola x Marvel: The Heroes," bringing together two powerhouse brands in a unique venture. This partnership sees Marvel Comics' beloved characters featured prominently on Coca-Cola bottles and cans, introducing a fresh twist to the iconic beverage packaging.
Launching simultaneously in 50 countries, the collaboration showcases a diverse array of heroes and villains from the Marvel Universe, each depicted in a striking colour scheme of white, red, and black. Notably, every can boasts a scannable feature, offering consumers an augmented reality experience through Coca-Cola's website.
Backing the collaboration is a comprehensive global campaign, spanning television, cinema, digital platforms, and out-of-home advertising. A key component of this campaign is a new TV spot, where Marvel superheroes come to the rescue of a woman who's apparently put the comic world in danger.
Leading the charge is Daredevil, who steps out of the pages to deliver a Coca-Cola bottle to the protagonist, aided by fellow heroes Falcon, Black Widow, and Colossus. Together, they thwart the menacing Juggernaut, who is hellbent on bringing the entire Marvel world to ruins. All of this transpires while Deadpool is seen munching on popcorn.
Beyond the visual appeal, Coca-Cola x Marvel: The Heroes offers fans the chance to win a range of prizes, courtesy of Disney and Marvel. These prizes include exclusive experiences such as the Ultimate Fan Experience, Disney Cruise trips, movie screenings, collectable influencer boxes, memorabilia, and subscriptions to Disney+.
The collaboration is spearheaded by GUT, with support from Coca-Cola's agency partners including WPP Open X, VML, Ogilvy, BCW, Momentum, and Forpeople. Notably, this collaboration builds upon previous partnerships between Coke and Marvel, including a Super Bowl ad in 2016 and an Avengers tie-in in 2019. Coca-Cola's enduring relationship with Disney, spanning six decades, adds further depth to this collaboration.
The announcement of the new ad has sparked excitement among fans, with social media buzzing with conversations. Enthusiasts eagerly anticipate collecting their favourite superhero-themed Coke cans and bottles, while also vying for the chance to win exclusive prizes.
Many fans have taken to social media to express their fascination with animated Marvel Superheroes, some wishing the characters featured together in a movie as well.
With Coca-Cola x Marvel: The Heroes set to captivate audiences worldwide, the collaboration appears to have united fans in a celebration of their heroes, in a blend of rich storytelling between Coca-Cola and Marvel Comics.