By Gary Symons
TLL Editor in Chief
Soft drink giant Coca-Cola and Disney’s Marvel have launched what may be their largest collaboration in the UK to date.
The Multiverse Awaits promotion in an on-pack marketing program in which consumers can win a super-powered getaway to the new Marvel Avengers Campus at Disneyland Paris, and a host of smaller prizes.
Launched in the United Kingdom, The Multiverse Awaits program will be displayed on Marvel-themed Coca-Cola Zero Sugar and classic Coca-Cola packs. The cans will feature six limited edition designs featuring Marvel characters Captain America, Loki, She Hulk, Iron Man, Black Panther, and Black Widow.
Each pack includes QR codes that take the buyer to a Coca-Cola mobile app, where they can play mini-games based on the Marvel Universe.
The partners have also launched a TV ad campaign, in which a young woman in a corner store accidentally creates a rift into the metaverse by opening a can of Coke, opening a gateway to the Marvel Avengers campus.
Coca-Cola says the collaboration is based on its Real Magic branding, which was launched in 2021, and now runs through everything the company does as a global brand.
“It’s a philosophy that is rooted in the insight that magic lives in unexpected moments of connection, elevating the everyday into the extraordinary,” the company says. “The Multiverse Awaits – Coca-Cola and Marvel is the latest expression of the Real Magic platform in GB (Great Britain).”
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