Coca-Cola's marketing and advertising strategy often involves launching special editions of its cans. On this occasion, the famous Coca-Cola cans with people's names written on them or containing messages of hope were very well received.
Now they have teamed up with Marvel to launch a series of collectible illustrated cans featuring different characters. Up to 38 original characters will be available, which can be scanned to collect them digitally. And they have announced it with a spectacular animated campaign.
"The Heroes" isthe title of the Coca-Cola and Marvel advertisement that presents the new line of collectible cans featuring Marvel heroes and villains. Characters such as Iron Man, Hulk, Deadpool, Captain America, among others, will delight collectors.
And it has done so by releasing a spectacular animated piece that tells the story of a comic book store clerk wearing a Juggernaut T-shirt that comes to life.
He will destroy everything before Falcon can try to stop him. Juggernaut will unleash a shockwave that will bring other heroes such as Daredevil to life.
Together, they will take a bottle of Coca-Cola out of the refrigerator and place it in front of the shop assistant, unleashing the "Real Magic" concept that Coca-Cola is using to drive its latest advertising campaigns.
The cans will contain surprises.
Collectible Coca-Cola cans can be scanned and, thanks to augmented reality, they will come to life. You can also win prizes and enter the draw for tickets, collectible boxes, or items signed by the actors.
According to Mindy Hamilton, Senior Vice President of Global Marketing Partnerships at Walt Disney:"Our corporate alliance with Coca-Cola has positioned us to develop something very innovative in the industry. We have taken the traditional marketing paradigm and redefined it in the best possible way.
Both companies have joined forces to launch a new campaign that seeks to bring the main heroes and villains that appear in the pages of Marvel comics to the real world.
Through this initiative, fans of Spider-Man, Deadpool, Juggernaut, and others will be able to purchase a series of collectible cans featuring illustrations of Marvel characters. During this campaign, collectors will be able to collect 38 cans illustrated with heroes and villains.
Marvel-Coca-Cola cans
To announce this new campaign, Coca-Cola and Marvel launched an eye-catching advertisement that quickly generated all kinds of reactions among fans, who highlighted the different animation techniques used to recreate the characters and their abilities as they interacted with real people.
Super Coke
The commercial shows Marvel characters working together to help a comic book store employee, while announcing "The Heroes"initiative,featuringa new line of cans and bottles starring Marvel heroes and villains.
Coca-Cola cans and augmented reality with Marvel characters
It is important to note that, in addition to the illustration, Coca-Cola cans feature an element that can be scanned with a phone to enable an augmented reality experience.
This way, fans can collect the characters on cans and in a virtual setting on the brand's website.
In addition, European media outlets report thatThe Heroescampaign also offers collectors the opportunity to win various prizes inspired by Marvel characters.
Those who wish to participate in this campaign will be entered into the Ultimate Fan Experience sweepstakes for movie tickets to see Marvel films, collectible boxes, items signed by actors from the Marvel Cinematic Universe (MCU), or Disney+ subscriptions.
Which heroes and villains will appear on Coca-Cola cans?
- Coca-Cola Original: Blade, Cable, Colossus, Daredevil, Deadpool, Elektra, Juggernaut, Kingpin, Loki, Moon Knight, Negasonic Teenage Warhead, Cheetah, Nick Fury, Storm, Super Skrull, War Machine.
- Coca-Cola Zero: 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, Thor.
CAPTAIN AMERICA COMMERCIAL COCA
When does the campaign start and in which countries does it apply?
It should be noted that Coca-Cola and Marvel's "The Heroes" initiative began a couple of weeks ago in nearly 50 countries around the world. Although Colombia is not one of the countries where this activity has already been launched, a post on Coca-Cola Colombia's official Instagram account suggests that this campaign will be coming to the country.
An image was shared on social media showing the Marvel logo and the silhouette of a mystery character, along with a message announcing the arrival of an "epic collaboration."
Therefore, we will have to wait for Coca-Cola to make an official announcement about its campaign.
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