Boredom Strikes. Refreshment Strikes Back.

Coca-Cola’s refreshing taste has long been synonymous with uplift and is deeply rooted in people’s minds. From its past association with happy times, Coca-Cola now hopes to be consumers’ first choice in moments of boredom, creating more occasions to drink! This time, Coca-Cola teams up with the world-famous IP “Marvel” to launch 16 co-branded cans, ready to take over boring moments and bring surprise and joy to consumers around the world!

We found that everyone inevitably faces “boring moments” every day, such as waiting for a bus, waiting for the metro, waiting for class to end... and in these moments you can’t escape and have nothing to do! So Coca-Cola decided to attack these everyday boring moments, joining forces with Marvel to beat your boredom! The next time you hit such a moment, you’ll know it’s time for a Coke!

Coca-Cola x Marvel heroes strike right at consumers’ boring moments! We invite every consumer surrounded by boredom to head out right now to buy a Coca-Cola and take on limited-edition Marvel missions, turning “buying a Coke” into a thrilling adventure against boredom!

Marvel heroes make their first appearance with Coca-Cola, ambushing Taipei’s biggest boredom moment! We noticed that large crowds always gather waiting for traffic lights in front of the Ximending shopping district, which was the perfect entry point. As consumers wait for the light to change, giant Marvel heroes suddenly appear carrying Coke, reminding you to crack open a can to beat the boredom, and announcing to everyone that an epic collaboration has arrived!

Not just Ximending: when consumers face the boring moments of waiting for the metro or the bus, Marvel heroes show up with Coca-Cola in a surprise appearance, inviting you to join the anti-boredom missions and beat boredom together!

Where are the missions? Hidden in cities across Taiwan! During the campaign, consumers who visit major retail channels will meet different Marvel heroes inviting them on missions. Behind every mission, an Easter egg is hidden for you to collect!

We created an anti-boredom mission map that works across Taiwan. When consumers open the anti-boredom guide on their phones, they can find the nearest Coca-Cola retail channel and head there to collect Easter eggs. No matter where you are, Coca-Cola can help you beat boredom!

Most importantly, the next time consumers face a boring moment, they will know to grab a Coca-Cola and beat the boredom with one refreshing sip!

When consumers follow the map to a retail channel, scanning the QR code unlocks the Easter egg: a superhero filter. After taking photos with their favorite heroes, Marvel fans posted them to social media to show off, sparking another wave of buzz! While collecting Easter eggs, clearing missions, and happily beating boredom, consumers also found themselves visiting many different Coca-Cola retail channels and collecting multiple Marvel hero cans!