Dive Transient:
- Coca-Cola as we speak (April 8) introduced a collaboration with Marvel that features a new TV business, digital collectibles, prizes and an immersive augmented actuality (AR) expertise, per particulars shared with Advertising and marketing Dive.
- The artistic will span TV, cinema and video-sharing platforms, in addition to digital and out-of-home channels. A line of scannable Coca-Cola and Coca-Cola Zero Sugar packaging will function greater than 30 Marvel heroes and villains who come to life by way of AR.
- The collaboration will probably be obtainable in additional than 50 nations worldwide and is led by company Intestine with assist from WPP Open X, together with VML, Ogilvy and BCW, together with Momentum and Forpeople.
Dive Perception:
“Coca-Cola x Marvel: The Heroes” pairs the world’s greatest recognized comfortable drink with a Disney-owned cultural drive that spans comics, TV and movie. The collaboration builds on a relationship between the manufacturers that’s greater than 60 years previous, and demonstrates how even the most important CPG manufacturers want to join with shoppers round popular culture.
“Coca-Cola has an extended historical past with Disney, and it’s thrilling to have a relationship that encourages and allows us to proceed to push ourselves and our relationship to new heights creatively,” mentioned Islam ElDessouky, world head of artistic technique and content material for Coca-Cola Trademark, in a press release. “This newest collaboration with Marvel permits us to faucet into the legacy and affinity for each manufacturers to ship shoppers new and surprising experiences.”
That have is centered round a line of unique cans and bottles of Coca-Cola and Coca-Cola Zero Sugar merchandise that function greater than 30 characters in purple, white and black tones. The scannable packaging recreates every character by way of an AR expertise. The marketing campaign additionally contains prizes that vary from film tickets and memorabilia to Disney+ subscriptions and Disney Cruise experiences.
In a extra conventional channel, an prolonged spot includes a comedian ebook retailer worker and a spread of Marvel characters — together with Daredevil, Black Widow and Deadpool — who make the leap from the realm of comics, artwork and collectible figurines to the true world, the place they assist ship a bottle of Coke to the worker.
The worldwide marketing campaign will run throughout North America, Latin America, Europe, China, Japan and Asia Pacific, demonstrating the worldwide attain of each Coke and Marvel, and spans a wide range of conventional and digital channels.
Coca-Cola has been lively this 12 months with advertising efforts that place the long-lasting model on the middle of tradition. The corporate turned to Christopher Storer, creator and showrunner for Hulu’s hit sequence “The Bear,” for a marketing campaign that introduced collectively its portfolio of manufacturers inside a single spot for the primary time. It has additionally tapped into musical fandom, leaning into Ok-pop for an addition to its Creations line-up and fusing Y2K nostalgia and TikTok for its newest Zero Sugar push.
