Coca-Cola x Marvel: Limited-Edition Packaging and Immersive Storytelling

Coca-Cola in collaboration with Marvel has launched limited-edition packaging and immersive storytelling. From Ant-Man to Captain America, over 30 characters have been featured on Coca-Cola x Marvel cans.

The characters, with a balance of white, red, and black tones, are featured on Coca-Cola and Cola-Cola Zero Sugar bottles and cans. Consumers can use scannable QR codes to unlock Augmented Reality (AR) animation experiences for each hero or villain. They have the chance to win exclusive prizes, including Disney Cruise vacations, autographed memorabilia, and more.

Islam EIDessouky, Global Head of Creative Strategy and Content for Coca-Cola Trademark, said Coca-Cola has a long history with Disney. “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.”

Mindy Hamilton, Senior Vice President of Global Marketing Partnerships at The Walt Disney Company, said their corporate alliance with Coca-Cola uniquely positioned them 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 and tells stories in a way that can only be done when Coca-Cola and Disney come together.”

Fans can collect characters from the Coca-Cola x Marvel collaboration in more than 50 countries across North America, Latin America, Europe, China, Japan, and the Asia Pacific. The collaboration is supported by an immersive, multifaceted campaign anchored by a new commercial, as well as digital character collectibles, out-of-home content, and exclusive merchandise.

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Nandika Chand