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Beloved heroes have arrived on Earth thanks to the great collaboration between Coca-Cola and Marvel! This unique campaign is accompanied by an eye-catching in-store display, designed and executed by Dago. The main goal was to create an interactive space that captures customers’ attention and immerses them in the Marvel universe.
Following last year’s highly successful campaign, which introduced shoppers to the fusion of iconic brands, the striking red displays are returning once again to store floors. For fans of the Marvel world—of which there are 31.6 million in Europe alone, specifically from Generation Z and younger adults—Coca-Cola has prepared a limited edition of bottles and cans. With it, they can enjoy their favorite drink along with digital experiences in the world of Marvel heroes. Captain America, Ms. Marvel, Doctor Strange, Wolverine, Loki, and others now appear on the packaging of Coca-Cola and Coca-Cola Zero.
At the point of sale, Dago implemented various types of POP media that invite consumers not only to purchase the product but also to enter a competition. In it, superhero fans can win a truly epic experience—a trip to the Marvel Avengers Campus in Disneyland Paris. The contest, called Build Your Universe, involves scanning and collecting characters from the mentioned limited edition using a special app. Marvel brand enthusiasts can also win original merchandise, which celebrates the collaboration in the typical color scheme of both brands.
“Our shop-in-shop executions last year received clearly positive feedback in stores. It’s not easy to not only follow up but especially to exceed expectations. We’re very pleased that our designs won the client’s tender, and that we could once again deliver an amazing shopping experience in stores,” says Jakub Petráš, Senior Project Manager at Dago.
It all started in selected Albert hypermarkets with the installation of cardboard shop-in-shops. The key element of the display is the unmistakable superheroes, but additional features include the option to watch the original “The Heroes” commercial on an LCD screen or to choose a favorite drink, even in a chilled version. A solo counter with a QR code for entering the aforementioned competition, which runs until November 1, is also included. For the Tesco chain, a creative double-pallet display was created, which stands out for its compactness and sufficient product supply—guarded by Captain America.
“Our latest limited edition with Marvel builds on the long-term collaboration between both brands and brings fans unique experiences, with their heroes stepping out from Coca-Cola packaging through AR,” explains Mária Drotárová, Senior Marketing Manager at Coca-Cola, in a press release. She adds that the campaign is gradually launching worldwide. With this collaboration, the brand aims to highlight the fact that Coca-Cola beverages and Marvel films are a perfect match in every way.
Translated using AI
