As the two Super Heroes battled for the ultimate prize – an ice-cold Coca-Cola Mini Can, during the Super Bowl Sunday, Coca-Cola reintroduced Coke Mini, during the Big Game’s second quarter. Coca-Cola’s advertisement – “Coke Mini” – was developed in collaboration with Marvel featuring The Incredible Hulk and the tiny, yet astonishing Ant-Man. In the spot, the diminutive Ant-Man, voiced by actor Paul Rudd, attempts to swipe a Coca-Cola Mini Can from the refrigerator in Dr. Bruce Banner’s lab, only to be caught by the doctor mid-heist. In a fit of rage, Banner turns into Hulk and chases the tiny hero through busy city streets. Ultimately cornered, Ant-Man surrenders the Mini Can, but not before helping Hulk, whose fingers are too large to open the Coca-Cola Mini Can. Clearly friends, not foes, The Hulk and Ant-Man enjoy a little ice-cold Coca-Cola refreshment – and a special moment together – as the sun sets over a sweeping cityscape. “Sometimes you just want a little Coca-Cola” closes the spot, which fades to black, marking the kickoff of a virtual hunt for limited edition, Marvel-themed Coca-Cola Mini Cans. “Coke Mini” will run throughout 2016 on TV, in cinemas and on social and digital media.
“Trends in the U.S. are driving smaller package sizes. This ad recognizes the trends and celebrates our smallest pack, the Coca-Cola Mini Can,” said Emmanuel Seuge, Senior Vice President, Content, Coca-Cola North America. “Coca-Cola’s ‘One Brand’ strategy puts the irresistible taste and feeling of an icy-cold Coca-Cola at the center of our storytelling. There is no better partner than Marvel, and no better platform than the Big Game, to bring this story to life in an epic and meaningful way – for the fans and for our brand.”
“The point of this spot is to not only remind people how much they love Coca-Cola… it’s to hero the Coca-Cola Mini Can,” said Andy McMillin, SVP, Coca-Cola, Coca-Cola North America. “We wanted to use the Big Game stage to celebrate our smallest package, which is key to our 2016 business strategy and a pack size people love.”
Marvel heroes themed mini cans are available and the virtual hunt gives users a chance to get A pack of six cans with marvel heroes-Hulk, Ant-Man, Black Widow, Captain America, Iron Man and Falcon on the pack. Each day through February 14, Coca-Cola will release hidden clues (known as “Easter eggs”) through its social media accounts, including Facebook, Twitter, Instagram, YouTube and Snapchat. Each individual “Easter egg” will unlock a limited number of cans and provide young adults direction for the chance to obtain a limited edition six-pack of their own. Marvel-themed, limited-edition Coca-Cola Mini Cans are not available for sale in retail outlets – and only available while supplies last.
“Americans are looking for greater variety from their beverages, and we’re helping shape consumer choice through smaller packaging options,” said Andy McMillin, Senior Vice President, Coca-Cola Trademark, Coca-Cola North America. “Smaller packages are a top priority for us in 2016, and so is making people more aware of the variety of choices they have across the entire Coca-Cola Trademark. ‘Coke Mini’ is an early example of our commitment to smaller packages. The partnership with Marvel is a bold and entertaining new way to drive home the choice of smaller packaging options available in our portfolio.”
This is the 10th consecutive year Coca-Cola commercials have appeared during the Big Game broadcast. Coca-Cola worked with Wieden + Kennedy (in Portland, Ore.) and Disney to create “Coke Mini.”
“Coke Mini” is part of Coke’s new global “One Brand” marketing strategy and accompanying “Taste the Feeling” campaign, which positions Coca-Cola at the heart of universal stories. “What we love most about this spot is that Mini Can is the true hero,” McMillin said. “The story doesn’t exist without it.”
“Teaming up with Coca-Cola for such an exciting project on a larger-than-life stage is just the beginning of a broader partnership,” said Mindy Hamilton, SVP, Global Partnerships, Marvel. “As we build up to the release of Marvel’s ‘Captain America: Civil War,’ we look forward to celebrating both brands by creating some truly special moments for fans throughout the year.”