Coca Cola joins forces with Marvel in latest global campaign

Jon Cherry -

The blurring of lines between brands and gaming / fantasy-themes continues with Coca Cola announcing a joining together with the Disney-owned Marvel universe.

Coca Cola x Marvel: The Heroes with manifest the creation on a plethora of new exciting promotional assets for Coca Cola that will be made available in more than 50 countries which include this TVC (below), digital collectibles, prizes and an immersive augmented reality (AR) experience.

For global brands like Coke the use of universally appealing characters like those that make up the rich Marvel storyline make a lot of sense. No need with pesky dialogue in these ads, the action speaks all languages. The brand is also strong enough by itself not to be overshadowed by the collaboration, but rather to enjoy the true 'acceleration of relevance' that it brings.

Brands can also offer a form of hedonistic escapism away from life - much like what Coke have attempted to do here, which a lot of people are desperately needing.

More:

Coca-Cola heads to Marvel universe for new spot, packaging campaign
The collaboration will be available in more than 50 countries worldwide and is led by agency Gut with support from WPP Open X and others.
Marketing DiveChris Kelly

Previously:

This Christmas Coca Cola presents ‘The Note’
Coke’s The Santa Stories come alive with the second film in their Christmas series.
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Coca Cola’s new Masterpiece
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