"Coca‑Cola x Marvel" - Innovative Sales Promotions Across Markets

This summer, Coca-Cola® teamed up with Marvel to deliver an epic experience for consumers with the launch of limited-edition packaging. Iconic Marvel heroes and villains are now featured on Coca‑Cola® and Coca‑Cola® Zero Sugar bottles and cans. Swire Coca-Cola's markets in Hong Kong, Taiwan, and the U.S. executed various integrated marketing campaigns to engage consumers and drive sales.

Consumers in Hong Kong and the U.S. could even collect digital characters by scanning QR codes on the limited-edition Coca‑Cola® products that unlocked surprise Augmented Reality (AR) animation experiences for each character. They also had the chance to win exclusive prizes.

Hong Kong Market: Immersive Experience with Exclusive Merchandise

To further enhance consumer engagement and drive sales in Hong Kong, a series of online and offline sales redemption campaigns were launched. These included a drink-and-draw lucky draw with prizes totalling over HK$35.5 million. Consumers were encouraged to scan the QR Code inside drink caps to participate. Additionally, in collaboration with key retail outlets and online stores, limited-edition Coca-Cola® x Marvel merchandise was available for redemption with designated purchases.

Limited-edition Coca-Cola® x Marvel merchandise

An interactive pop-up installation located in the popular Causeway Bay shopping area provided fans with an immersive experience that allowed them to take photos at themed spots and purchase special edition Coca-Cola® at a discounted price from a unique vending machine. This multi-channel marketing campaign achieved broad reach and fostered consumer engagement.

Taiwan Market: Striking Outdoor Installations and In-Store Displays

In our Taiwan market, a giant Marvel hero x Coca-Cola® vending machine was unveiled in the bustling Ximending district, drawing public attention and increasing brand visibility. Our Taiwan team also extended the hero visuals to in-store displays, placing large fridge stickers in competitive convenience stores. Social media networks were utilised to generate buzz for this epic campaign.

U.S Market: Sales Rallies ASSEMBLE!

Our U.S. team formed sales rallies to kick off the summer selling season. Sales representatives gathered at various distribution centres to learn about our exciting products, including packaging innovations and marketing initiatives from our brand partners. The communications team unleashed their creativity by producing promotional videos for the launch that featured employees in various roles showcasing their behind-the-scenes enthusiasm for the campaign.

With the successful execution of creative marketing campaigns across markets, we look forward to more collaborations with our business partners that will bring refreshing experiences to our consumers.