Singapore – Coca-Cola Singapore, in collaboration with Marvel, has launched the ‘Coca-Cola x Marvel: The Heroes’ campaign featuring immersive storytelling and digital experience along with the release of limited edition cans.
In an effort to immerse consumers, the Coca-Cola pack designs show six character illustrations, digital collectible characters, prizes, and an augmented reality experience on Coca-Cola’s website.
The limited edition cans and bottles featuring both heroes and villains from the Marvel cinematic universe will be scannable to reveal the AR experience for all characters. The six designs include Deadpool, Wolverine, and Loki for Coca-Cola Original Taste and Black Widow, Hulk, and Iron Man for Coca-Cola Sugar.
The campaign also includes creatives that will run on cinema and other video-sharing platforms.
“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 ElDessouky, global head of creative strategy and content for Coca-Cola Trademark, 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 heading into 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 Hamilton, senior vice president of global marketing partnerships at The Walt Disney Company, said.
The ‘Coca-Cola x Marvel: The Heroes’ limited edition cans are available from Sept. 1 to Oct. 31, 2024.
Coca-Cola has previously collaborated with brands like Marshmello, Oreo, and League of Legends among others for limited edition pack designs.
