Coca-Cola Malaysia has unveiled Coca-Cola x Marvel: The Heroes, the latest collaboration with Marvel, featuring immersive storytelling and a digital experience with Marvel characters.
In this latest campaign, the two brands have joined forces to bring the world of Marvel to life by delivering exclusive, limited-edition Coca-Cola pack designs featuring six characters illustrations, digital collectible characters, exciting prizes, and an immersive AR extension on Coca-Cola’s website.
The collaboration will be supported by a 360 global campaign, which includes new creative content that will run across cinema and other video sharing platforms, as well as digital and out-of-home programming.
Islam ElDessouky, global head of creative strategy and content for Coca-Cola Trademark said, “This latest collaboration with Marvel allows us to tap into the legacy and affinity for both brands to deliver consumers new and unexpected experiences.”
“Our corporate alliance with Coca-Cola uniquely positioned us to develop something remarkably innovative within the industry,” said Mindy Hamilton, senior vice president of Global Marketing Partnerships, The Walt Disney Company.
“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,” added Hamilton.
The collaboration kicks off with a featured spot, a story of the latest chapter in the long history of these iconic brands. In the spot, a woman accidentally puts an entire comic book world in danger. Then the Real Magic of Coca-Cola unites the Marvel Universe to save the day and provide an uplifting moment for the protagonist.
The new line of exclusive cans will feature heroes and villains from the Marvel Universe. Illustrated with a balance of white, red and black tones that highlight the characters, these cans leverage contrast to amplify the attention to detail within each limited-edition character design. The cans will be scannable, bringing each character to life in a unique way through AR.
In addition to the collectible cans and AR experiences, Coca-Cola x Marvel: The Heroes offers fans a chance to win exciting prizes from Disney and Marvel, including Marvel Color Changing Cup, Deadpool Pillow, Marvel Bucket Hat, and a 3D2N trip to Hong Kong Disneyland.
From Sept 1 to Oct 31, 2024, the six designs of the Coca-Cola x Marvel limited-edition cans in Coca-Cola Original Taste featuring character designs of Deadpool, Wolverine and Loki, and Coca-Cola Zero Sugar, featuring Black Widow, Hulk and Iron Man, will be available nationwide while supplies last.
