millions of viewers witnessed a David and Goliath-style brawl between Super Heroes for the ultimate prize – an ice-cold Coca-Cola Mini Can. Debuting during the Big Game’s second quarter, the 60-second ad gave viewers something small to consider as Coca-Cola reintroduced its 7.5-ounce Mini Can to America.
Coca-Cola’s advertisement – “Coke Mini” – was developed in collaboration with Marvel and featured two of the world’s most popular Super Heroes – 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.
“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 airing of “Coke Mini” kicks off a virtual hunt for Marvel-themed Coca-Cola Mini Cans, which feature six of the world’s best-known heroes – Hulk, Ant-Man, Black Widow, Captain America, Iron Man and Falcon. 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.”
“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.”
