Coca‑Cola and Marvel are growing their heroic league by undertaking limited-edition packaging and immersive storytelling featuring a cinematic commercial.

Coca‑Cola x Marvel: The Heroes features customized illustrations of over 30 characters across the Marvel Universe—from Ant-Man to Captain America—on Coca‑Cola and Coca‑Cola Zero Sugar bottles and cans, obtained to live with a balance of white, red, and black tones. Scannable QR codes unlock Augmented Reality (AR) animation knowledge for each hero or villain, plus the chance to win exclusive prizes, including Disney Cruise vacations, autographed memorabilia, and more.

The association will be supported by an immersive, multifaceted campaign anchored by new commercials, digital character collectibles, out-of-home content, and exclusive merch on CokeStore.com. 

“Coca‑Cola has a long history with Disney, and it’s exciting to have a relationship that encourages and enables us to continue to push ourselves and our relationship to new heights creatively,” said Islam ElDessouky, Global Head of Creative Strategy and Content for Coca‑Cola Trademark. “This latest collaboration with Marvel allows us to tap into the legacy and affinity for both brands to deliver consumers new and unexpected experiences.”