Coca-Cola Thailand unveils COCA-COLA x Marvel: The Heroes, the latest groundbreaking collaboration with Marvel, featuring immersive storytelling and a digital experience with fans’ favorite Marvel characters. Coca-Cola’s relationship with Disney began more than 60 years ago, and the two iconic brands have continued their strong collaboration across projects, universes and multiverses – such as the iconic Marvel Universe.
In Coca-Cola and Marvel’s latest limited-time campaign, the brands have joined forces to bring the world of Marvel to life in an exciting new way with a brand new film by delivering a never-before-seen consumer experience through exclusive, limited-edition Coca-Cola pack designs featuring 10 illustrations, digital collectable characters, and an immersive AR extension on Coca-Cola’s website.
This heroic collaboration will be supported by a 360 global campaign, which includes new creative that will run across cinemas, digital, and other video sharing platforms, as well as out-of-home programming at the downtown of Bangkok including at Central World, Siam Paragon and Lido. The campaign further enhances consumer engagement, especially with Gen Z, through an immersive AR social contest. By scanning the QR code on ‘Coke’ packaging, consumers can embark on an adventure with characters appearing on their screens. They can then screenshot photos or record videos with their favorite AR characters alongside a ‘Coke’ COCA-COLA x Marvel: The Heroes product. By posting these photos or videos publicly on their personal Facebook profiles with the hashtag #CokeMarvelYourniverse, participants can enter to win one of over 50 COCA-COLA x Marvel: The Heroes limited-edition prize sets. Don’t miss out on this exciting activity on Facebook running from July 26 to August 31, 2024.
What’s more, fans and consumers can participate in exclusive COCA-COLA x Marvel: The Heroes campaign activation booths at various department stores and cinemas. By presenting a receipt for a purchase of ‘Coke’ products with the required amount, participants can enter to win a variety of prizes, including collectible gift sets, color-changing cups, exclusive photo cards, and movie tickets. These exciting booths will be available at over 20 department stores and cinemas around Bangkok and upcountries, from 24 – 27 July 2024.
“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 in Thailand,” said Richa Singh, Senior Marketing Director for Coca-Cola in Thailand, Myanmar, and Laos. “This latest collaboration with Marvel allows us to tap into the legacy and affinity for both brands to deliver Thai consumers new and unexpected experiences.”
“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.”
This collaboration kicks off with a new video on digital media, telling the story of the latest chapter in the long history of these iconic brands. In the spot, 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 for the protagonist.
This new line of exclusive cans and bottles will feature heroes and villains from the Marvel Universe in over 10 designs. 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 collectable cans and thrilling AR experiences.
The Marvel heroes and villains featured in 10 designs across these limited-edition products are:
- Coca-Cola Original Taste 325 ml: features Deadpool, Daredevil, Wolverine, and Loki character designs, with the Moon Knight special design exclusive to this size.
- Coco-Cola Zero Sugar 325 ml: features Iron Man, Hulk, Thor, and Captain America character designs, with the Thanos special design exclusive to this size.
- Coca-Cola Original Taste 510 ml: features Deadpool, Daredevil, Wolverine and Loki character designs.
- Coca-Cola Zero Sugar 510 ml: features Iron Man, Hulk, Thor, and Captain America character designs.
All the 10 designs of the COCA-COLA x Marvel: The Heroes limited-edition cans that come in Original Taste and Zero Sugar variants are now available nationwide. To learn more about the campaign, follow us on our official pages on Facebook and Instagram. Visit https://www.coca-cola.com/th/th/offerings/marvel for the extended COCA-COLA x Marvel: The Heroes AR experience.
