February 12, 2016

Coca-Cola: A Mini Marvel

Coca-Cola Mini, in all of its glory, teamed up with Hulk and Ant-Man to deliver a whole new level of awesomeness for their big Super Bowl 50 debut.

The Super Bowl (NFL World Championship Game) is one of the most notorious sports events to take the world by storm. In the marketing realm, nothing compares. In this single moment of history, the audience looks forward to the series of commercials to discuss and judge the brands that fall behind expectations or exceed in the year’s biggest marketing stage. As the industry leading soft drink brand, Coca-Cola was featured in the Super Bowl advertising stream and, of course, Coca-Cola delivered.

The brand to watch

Coca-Cola has established themselves as an icon in all landscapes of marketing a brand, whether it is advertising, public relations, direct media, promotions and events, and new media, Coca-Cola is the reference company for the industry to aspire to.  One exemplary model of Coca-Cola achieving greatness is their A Mini Marvel Super Bowl 50 debut.

VFX Studio
Wieden + Kennedy
Luma Pictures
Russo Brothers

A Mini Marvel

Undeniable Super Bowl ad triumph

Coca-Cola steps away from the serious tone of previous Super Bowl ads, including last year’s online bullying awareness, and 2014’s celebration of ethnic and racial diversity. This year, Coca-Cola newly explored a creative, 60-second live-action spot with Marvel’s most popular superheroes.

In this epic performance, two of Marvel’s celebrated characters share the screen to promote Coca-Cola’s 7.5-ounce mini can. Ant-Man and the Incredible Hulk take part in an entrancing battle across New York City structures, conveying the campaign slogan – sometimes you just want a little Coca-Cola – a simple, yet undeniable truth.

The Coca-Cola mini can is the subject of a fight between Ant-Man and The Incredible Hulk. Outstanding credit is owed to the final piece hinged on attention to such details, including the legendary Hulk roar and smash visuals, rich colors, extreme close-ups, and capturing the iconic sound effects of opening a Coca-Cola can.  This in all concludes with the two superheroes sharing the Coca-Cola mini can, tastefully linking to the campaign slogan – sometimes you just want a little Coca-Cola.

This spot welcomed the unparalleled collaboration of Wieden + Kennedy, Luma Pictures, Bullitt and Russo Brothers to bring A Mini Marvel to life and execute a Super Bowl sensation. This was a sublime production journey that involved the world-class efforts of informative storyboards, pre-visualization and development, extraordinary animation, memorising effects and seamless compositing. Coca-Cola truly encompassed the definition of audience appeal with this virtual crusade of nostalgia and a memorising whirlwind of action-packed visuals.

Incorporating multiple media platforms

So how does Coca-Cola achieve such a widespread viewership?

Not to mention the 111.9 Million people that watched the Super Bowl, Coca-Cola extended this campaign further to reach a larger audience by incorporating an interactive virtual hunt for Marvel-themed Coca-Cola mini cans. The A Mini Marvel TV commercial kicked off the hunt, fuelled by social media accounts including YouTube, Facebook, Instagram, Twitter and Snapchat. Throughout the month of February, Coca-Cola released hidden clues to unlock directions for the chance to obtain limited addition six-pack mini cans, which feature six of the world’s notorious heroes – Hulk, Ant-Man, Black Widow, Captain America, Iron Man and Falcon.

Consumer engagement is undeniably at the forefront of this social media campaign and an imperative component to reach consumers with the brand message. The true measure is the ability to make a connection with the audience and, ultimately, form a following inspired by a unique experience with the brand. Producing a campaign that crosses over into various social mediums with individual capacities for audience reach and engagement is an exciting way to captivate an audience.

marvel-cokes imageThe power of celebrity endorsements

The power of celebrity endorsement has seen a significant shift in the advertising realm, opening up new opportunities for brands to engage with their audience. This is a time-honored strategy for drawing attention to a brand and establishing a consumer movement surrounding their social media activity. Evidence reveals that 64% of consumers that follows a celebrity on social media platforms will also support their endorsed brands.

With great power, comes great responsibility. And for companies that put their brand identity in the hands of a celebrity endorsement expect this power to instigate, inspire, enlighten, entertain and edify the consumer. Leveraged across multiple channels, a celebrity voice can create brand narrative, channel-specific and audience optimization while cutting through the advertising clutter.

For Coca-Cola, Marvel’s most popular Super Heroes, Ant-Man and The Incredible Hulk were the celebrities endorsing Coca-Cola mini – sometimes you just want a little Coca-Cola campaign. In a tremendous effort, Coca-Cola entertained and enlightened the audience, and delivered on the high expectations held towards the brand’s marketing team. In all, the campaign took part in creating a digital network of consumer engagement, inspiring a larger community of users to follow the brand activity and increase purchases.