The Walt Disney Company and Coca-Cola have teamed up for "Coca-Cola x Marvel: The Heroes," a new collaboration which will put many of Marvel Comics' most popular characters front and centre on the iconic drink brand's bottles and cans.
This new line will feature heroes and villains from across the Marvel Universe; illustrated with a balance of white, red, and black tones that highlight these characters, each can is scannable and brings its character to life through an AR extension on Coca-Cola's website.
"Coca-Cola x Marvel: The Heroes" will also offer fans a chance to win exciting prizes from Disney and Marvel, including the Ultimate Fan Experience, Disney Cruise, Marvel movie screenings, collectable influencer boxes, movie tickets, autographed memorabilia, and Disney+ subscriptions.
"Our corporate alliance with Coca-Cola uniquely positioned us to develop something remarkably innovative within the industry," Mindy Hamilton, Senior Vice President of Global Marketing Partnerships at The Walt Disney Company, said. "We took the traditional marketing paradigm and redefined it in the best way possible."
Hamilton added that the result is "an unprecedented campaign that taps into the power of the Marvel Universe" and "tells stories in a way that can only be done when Coca-Cola and Disney come together."
The collaboration kicks off with a new TV spot that showcases a woman, who accidentally puts an entire comic book world in danger. From there, "the real magic of Coca-Cola" unites the Marvel Universe to save the day. Marketing jargon aside, this promo does an incredible job of bringing these characters to life and we can only hope Daredevil, for example, looks this cool in Daredevil: Born Again.
"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," Islam ElDessouky, Global Head of Creative Strategy and Content for Coca-Cola says.
"This latest collaboration with Marvel allows us to tap into the legacy and affinity for both brands to deliver consumers new and unexpected experiences."
Which characters should you be on the lookout for? Well...
On Coca-Cola, the list includes Blade, Cable, Colossus, Daredevil, Deadpool, Elektra, Juggernaut, Kingpin, Loki, Moon Knight, Negasonic Teenage Warhead, Wolverine, Nick Fury, Storm, Super Skrull, and War Machine.
As for Coca-Cola Zero, you'll find Ant-Man, Black Panther, Black Widow, Captain America, Captain Marvel, Doctor Strange, Groot, Hulk, Iron Man, Ms. Marvel, She-Hulk, Rocket, Scarlet Witch, Shang-Chi, Star-Lord, Thanos, and Thor.
Watch that commercial in the player below.