ATLANTA -- On the surface, Coca-Cola's Ant-Man vs. The Incredible Hulk commercial that debited during Super Bowl 50 was a cute struggle to get a taste of what we assume is the last cola--a 7.5-ounce mini can of Coca-Cola--in Bruce Banner's refrigerator.
After the Marvel Comics-endorsed race through the city, the two superheroes, clearly friends, not foes, enjoy a little ice-cold Coca-Cola refreshment as the sun sets over the cityscape. “Sometimes you just want a little Coca-Cola” closes the spot.
But Coca-Cola's marketers say there is more to the ad, beginning with an effort to "reintroduce" the 7.5-ounce can to consumers.
“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."
The ad, which also promoted the #CokeMini hashtag, also kicked off a virtual hunt for Marvel-themed Coca-Cola mini cans, which feature six of the world’s best-known heroes--The Hulk, Ant-Man, Black Widow, Captain America, Iron Man and Falcon. Each day through Sunday, Feb. 14, Coca-Cola will release hidden clues (known as Easter eggs) through its social-media accounts. Each 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. #CokeMini is an early example of our commitment to smaller packages."
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, senior vice president, Global Partnerships, Marvel. “As we build up to the release of Marvel’s ‘Captain America: Civil War’ [movie], we look forward to celebrating both brands by creating some truly special moments for fans throughout the year.”
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