Fans will be able to collect 18 characters with exclusive design and immerse yourself in an unprecedented experience in Augmented Reality (AR)
Coca-Cola has revealed Coca-Cola Without Sugar x Marvel: The Heroes, the latest groundbreaking collaboration with Marvel, starring in an immersive narrative and digital experience with fan-favorite Marvel characters. Coca-Cola’s relationship with Disney began more than 60 years ago, and the two iconic brands have continued this strong partnership on projects, universes and multiverses from the beginning – such as the iconic Marvel Universe.
This incredible campaign will be launched in almost 30 countries in Latin America. In Chile, this collaboration is already on the market and is available in various points of sale such as supermarkets, convenience stores, warehouses and at www.micoca-cola.cl. Additionally, there will be two activations where people will be able to interact with their favorite Marvel heroes and villains in a unique way. These activations will take place from June 12 to 16 at Costanera Center, Santiago, and from June 19 to 23 at Mall Plaza Trébol, Concepción.
“Latin America is full of heroes: people who daily face the adversities that life presents them and emerge victorious due to their hope, resilience and resourcefulness. In many ways Marvel Super Heroes have inspired these real-life characters and that’s why we have a very intimate relationship with them,” said Nathalie Schol, Marketing Director for Coca-Cola Chile. “This collaboration with Marvel is intended to celebrate you, the real-life hero,” he added.
In this latest limited-time campaign from Coca-Cola and Marvel, the brands have joined forces to bring the world of Marvel to life in an exciting new way, delivering unprecedented consumer experiences through limited-edition Coca-Cola packaging. Cola, starring a total of 18 exclusive character illustrations, which will be available in select Latin American countries, a digital collection and an immersive Augmented Reality experience on the Coca-Cola website.
“Coca-Cola has a long history with Disney, and it’s incredible to have a relationship that motivates us and allows us to continue taking our partnership to new creative limits,” declared Islam ElDessouky, Global Head of Creative Strategy and Content at Coca-Cola Trademark. “This latest collaboration with Marvel has allowed us to leverage the affinity and heritage of both brands to provide consumers with new and unexpected experiences.”
“Our corporate alliance with Coca-Cola puts us in a unique position to be able to develop something that is exceptionally innovative in the industry,” said Mindy Hamilton, Senior Vice President of Global Marketing Partnerships at the Walt Disney Company. “We take the traditional marketing paradigm and redefine it in the best way possible. The result is an unprecedented campaign that harnesses the power of the Marvel Universe – which is about to celebrate 85 years of beloved characters – and tells stories in a way that can only happen when Coca-Cola and Disney come together.”
- This new line of exclusive cans and bottles will feature heroes and villains from the Marvel Universe. Illustrated with a balance of white, red and black tones that highlight the characters, these cans take advantage of contrast to amplify the attention to detail in each of the characters’ unique designs. The packaging and cans are scannable and each one brings their character to life in an impressive way through Augmented Reality.
This epic collaboration will be celebrated with spectacular activations, including:
- Amazing packaging design – This new line of exclusive Coca-Cola Sugar Free cans and bottles will feature heroes and villains from the Marvel Universe. Illustrated with a balance of white, red and black tones that highlight the characters, these packages take advantage of contrast to amplify the attention to detail in each character’s design. The characters were selected for each packaging and created carefully and specifically to highlight the authenticity of the two brands.
- Experiences in Augmented Reality (AR) – The packaging and cans are scannable, and each brings their character to life in a unique way through augmented reality. Fans simply scan the QR code on the product to access the experience. Each character will have specific animation sequences in AR, with some character selections that interact with each other.
- Events – With photo opportunities, a product testing area, exhibition of exclusive character designs, two events will be held: at Mall Plaza Trébol, Concepción, from June 5 to 9 and at Costanera Center, Santiago, from June 12 to 16. For more information visit the official Instagram @cocacola_cl.
In Chile, there will be 18 Heroes and Villains who will star in the exclusive limited edition Coca-Cola Sin Azúcar packaging. Fan favorite characters are: Captain Marvel, Captain America, Shang-Chi, Hulk, Black Panther (Shuri) Iron Man, Shang-Chi, Hulk, She-Hulk, Groot, Black Widow, Rocket, Thano, Ant-Man , Doctor Strange, Ms. Marvel, Thor and Scarlet Witch.
Fans will be able to start collecting the characters from this collaboration, which will be available in more than 50 countries globally, in North America, Europe, China, Japan, Asia Pacific and Latin America. In Latin America, Coca-Cola x Marvel: The Heroes will be available in: Aruba, Belize, Barbados, Bahamas, Bolivia, Brazil, Chile, Colombia, Costa Rica, Curacao, Dominican Republic, Ecuador, El Salvador, Grenada, Guatemala, Guyana, Honduras, Jamaica, Mexico, Nicaragua, Panama, Paraguay, Peru, Saint Lucia, Suriname, Trinidad and Tobago and Uruguay.
