On Monday (April 8), Coca-Cola unveiled Coca-Cola x Marvel: The Heroes, the latest groundbreaking collaboration with Marvel, offering a never-before-seen consumer experience through exclusive, limited-edition Coca-Cola pack designs featuring 38 character illustrations, digital collectible characters, exciting prizes and an immersive AR extension on Coca-Cola’s website.
Coca-Cola’s relationship with Disney began more than 60 years ago, and the two iconic brands have continued their strong collaboration across projects, Marvel and Coca-Cola hosted a special media event at The Shed in New York City celebrating the latest collaboration. President of Marvel Entertainment Dan Buckley and Global Head of Creative Strategy and Content for Coca-Cola Islam ElDessouky, were in attendance.
In a statement ElDessouky said, “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.” Mindy Hamilton, Senior Vice President of Global Marketing Partnerships, The Walt Disney Company added in a statement, “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.”
Coca-Cola, Disney and Marvel executives unveiled the latest Coca-Cola x Marvel collaboration, from left to right, Selman Careaga, President of Global Coca-Cola Category; Dan Buckley, President of Marvel Comics & Franchise; Tiffany Rende, SVP of Marketing, Disney; Islam Edlessouky, Global Creative, Coca Cola; and Ryan Penagos, Vice President & Creative Executive, Marvel New Media, on Monday, April 8, 2024 in New York.
This collaboration kicked off with a new television commercial which was shown at the event, telling the story of the latest chapter in the long history of these iconic brands. In the commercial, 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 to the protagonist. Some of the Marvel characters featured on the cans include: Blade, Elektra, Wolverine, Deadpool, Black Panther, Juggernaut, Nick Fury, Doctor Strange, Hulk and Ms. Marvel.
In addition to collectable cans and thrilling AR experiences which can be accessed by scanning Coca- Cola cans, Coca-Cola x Marvel: The Heroes offers fans a chance to win exciting prizes from Disney and Marvel including: Ultimate Fan Experience, Disney Cruise, Marvel Movie Screenings, Collectable Influencer Boxes, Movie Tickets, Autographed Memorabilia, Disney+ Subscriptions and more.
At the unveiling event costumes and props from various Marvel characters were on display including Ironman’s mask, Thor’s hammer, Black Widow and Captain America.