Coca-Cola is utilizing augmented actuality to boost its newest collaboration with Disney, permitting shoppers to unlock digital collectibles by scanning limited-edition packaging that includes illustrations of greater than 30 Marvel characters.

The model launched the marketing campaign with a movie mixing reside motion and animation using a 2D comedian ebook type. The spot exhibits a weary comedian ebook retailer worker sporting a T-shirt depicting the X-Males villain Juggernaut. As she rests her head, the unstoppable mutant begins terrorizing an animated metropolis, making a shockwave so highly effective it ripples via the entire retailer.

Daredevil jumps out of a comic book ebook cowl, getting assist from his fellow heroes as a Colossus motion determine springs to life and Black Widow emerges from a poster. They crew as much as open a cooler and ship a bottle of Coca-Cola to the girl to cease Juggernaut’s rampage.

The road of 38 cans and bottles launched globally on April 8. Shoppers can scan the packages to unlock AR experiences and enter to win prizes together with tickets to Marvel film screenings, autographed memorabilia and Disney+ subscriptions. The marketing campaign, which faucets into Marvel’s eighty fifth anniversary, additionally runs throughout cinema, video-sharing platforms, digital and out-of-home.

Disney and Coca-Cola have labored collectively frequently for greater than 60 years. Different latest collaborations included a 2023 marketing campaign that includes limited-edition cans and sweepstakes awarding a visit to the Marvel Avengers Campus at Disneyland Paris, and packaging tied to the 2019 launch of Avengers: Endgame.

“Coca-Cola has an extended historical past with Disney, and it’s thrilling to have a relationship that encourages and permits us to proceed to push ourselves and our relationship to new heights creatively,” world head of artistic technique and content material for Coca-Cola Trademark, Islam ElDessouky, mentioned in an announcement. “This newest collaboration with Marvel permits us to faucet into the legacy and affinity for each manufacturers to ship shoppers new and surprising experiences.”