Coca-Cola suits up in new collaboration with Marvel

Coca-Cola Singapore is suiting up in its new collaboration with Marvel.

The "Coca-Cola x Marvel: The Heroes" collaboration sees the brands join forces to bring the world of Marvel to life with 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 with a 360 global campaign including new creatives that will run across cinema and video sharing platforms, as well as digital and out-of-home programming. 

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“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,” said Islam ElDessouky, global head of creative strategy and content for Coca-Cola Trademark.

“This latest collaboration with Marvel allows us to tap into the legacy and affinity for both brands to deliver our consumers new and unexpected experiences," added ElDessouky. 

This 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 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, and each will bring its character to life in a unique way through AR.

In addition to collectible cans and thrilling AR experiences, "Coca-Cola x Marvel: The Heroes" offers fans a chance to win exciting prizes from Marvel, including Marvel colour changing cups and Marvel bucket hats.

"Coca-Cola x Marvel: The Heroes" kicks off with a featured spot. In the spot, a woman is seen working at a comic bookstore. She accidentally puts an entire comic book world in danger when she rests upon a comic book while wearing a graphic t-shirt featuring a villain. 

The villain enters the comic book and creates destruction. Captain America enters the scene to save a civilian and takes on the villain.

Their fight sends a wave to all other comics in the store, bringing heroes Daredevil, Colossus, Black Widow, Wolverine and Deadpool to life. 

Together, the heroes work to entice the employee with a bottle of Coke. When she stands up to enjoy her bottle of Coke, she inevitably saves the comic book world too. 

“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 – and tells stories in a way that can only be done when Coca-Cola and Disney come together," added Hamilton. 

Starting from 1 September to 31 October 2024, the six designs of the Coca-Cola x Marvel limited-edition cans that come in Coca-Cola's original taste, featuring character designs of Deadpool, Wolverine, and Loki, as well as Coca-Cola zero sugar, featuring Black Widow, Hulk, and Iron Man, will be available nationwide while supplies last. 

This collaboration comes after Coca-Cola collaborated with OREO on a limited-edition flavour. 

Inspired by "besties" around the world, the collaboration will see the launch of the OREO Coca-Cola sandwich cookie and Coca-cola OREO zero sugar limited edition drink. 

The limited-edition OREO Coca-Cola sandwich cookie boasts a distinctive design with a red and black colour-blocked design. It features one signature OREO chocolate Coca-Cola wafer cookie on one side and a red-coloured golden OREO wafer embossed with one of three unique designs on the other. 

The cookies are stuffed with a creamy filling and popping candy to mimic the experience of drinking the beverage. 

Meanwhile, the Coca-Cola OREO zero sugar limited edition drink will feature flavour hints inspired by Oreo cookies. 

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