A Coca Cola just revealed collab ‘Coca-Cola x Marvel: The Heroes’, the latest collaboration with Marvel, starring an immersive narrative and digital experience featuring fan-favorite characters. The campaign is being launched in almost 30 countries in Latin America for a limited time.
This union brings the world of Marvel to life in an exciting way, with a new video and an unprecedented consumer experience through Coca-Cola packaging. The collaboration features a total of 36 exclusive character illustrations, selectively available in Latin American countries, with a digital collection, prizes and an immersive Augmented Reality extension on the Coca-Cola website. In Brazil, this collaboration has been gradually reaching the market since April 22nd.
“The people of Latin America have a super special relationship with Marvel superheroes, who have inspired us for so many decades. It is collab is to celebrate consumers, who are real-life superheroes, who make the right choices and keep moving forward despite adversity, who have hope and are unstoppable, just like Marvel superheroes”, says Claudia Navarro , President of Marketing for Latin America at the Coca-Cola Company.
The campaign kicks off with the launch of the digital video, which showcases the newest chapter in the long history of these iconic brands. In the video, a woman accidentally puts the entire comic book universe in danger. Then, the magic happens with Coca-Cola, which unites the Marvel Universe to save the day and give the protagonist an inspiring moment. Check out the advertising film below:
Coca-Cola’s relationship with Disney began more than 60 years ago, and the two brands have continued their strong partnership in projects, universes and multiverses.
“Coca-Cola has a long history with Disney, and it’s incredible to have a relationship that encourages us and allows us to continue to push our relationship to new creative limits. This latest collaboration with Marvel also allows us to leverage the affinity and legacy of both brands to deliver new and unexpected experiences to consumers,” says Islam ElDessouky, global head of Creative Strategy and content at Coca-Cola Trademark.
The new line of exclusive cans and bottles will feature heroes and villains from the Marvel Universe, illustrated with a balance of white, red and black tones, which highlight the characters. The cans can be scanned and each will bring your character to life in a unique way through Augmented Reality. In addition to the collectible cans and immersive AR experience, ‘Coca-Cola x Marvel: Heroes’ offers fans a chance to win amazing Disney and Marvel prizes like a Disney Cruise, movie tickets and more.
“Our corporate alliance with Coca-Cola puts us in a unique position to be able to develop something that is uniquely innovative in the industry. We took the traditional marketing paradigm and redefined it in the best way possible. The result is an unprecedented campaign that harnesses the power of the Marvel Universe, which is about to celebrate its 85th anniversary with beloved characters, and tells stories in a way that can only happen when Coca-Cola and Disney come together.” , concludes Mindy Hamilton, senior vice president of Global Marketing Partnerships at the Walt Disney Company.
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