Marvel Heroes Kick Ass for Coca-Cola and Disney

Immersive storytelling powers the collab

Marvel heroes and villains do their thing in a campaign by Coca-Cola and Disney that launches today. 

The carbonated beverage behemoth and entertainment company have been collaborating for over 60 years. Their latest effort, "Coca-Cola x Marvel: The Heroes," offers immersive storytelling and copious fan engagement. 

Kicking off with a TV spot, we see a woman in a comic book shop inadvertently throw an illustrated world into turmoil. From her shirt, Juggernaut springs to life, wielding destruction. Captain America, Daredevil and Black Widow show up to save the day.

Coca-Cola x Marvel | The Heroes

GUT and WPP Open X lead the creative, which will live across TV, cinema and video sharing platforms, as well as digital and out-of-home.

What's more, limited-edition Coca-Cola packs feature 38 character illustrations—with scannable cans generating collectible digital heroes. Reach for a Coke and meet Blade, Deadpool or Loki. Thirsty for Zero Sugar? You’ll find Ant-Man, She-Hulk and Shang-Chi, among others. 

The collab also provides an immersive AR experience on the Coca-Cola website, and a prize giveaway featuring a Disney cruise, Marvel movie screenings, autographed memorabilia and Disney+ subscriptions.

"We took the traditional marketing paradigm and redefined it in the best way possible," says Mindy Hamilton, senior vice president of global marketing partnerships at Disney "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."

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