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Marvel heroes call for competition in Coca-Cola’s in-store campaign

The collaboration between two iconic brands like Coca-Cola and Marvel calls for something special. For the current competition for a trip to the Marvel Avengers Campus in Disneyland Paris, the Dago communication agency has prepared several displays for Coca-Cola, which customers will be able to see in stores across the Czech Republic and Slovakia in the coming weeks. The campaign will take place until the end of March, and in addition to the trip, customers could win for example televisions or tickets to Comic-Con.

Characters from the Avengers series, Iron Man and Captain Marvel play a prominent role in the campaign. At the same time, they fit perfectly into the red colour scheme, which is inevitably associated with the Coca-Cola brand. “The most important factor in our decision was the wow effect we felt from the proposal. We are confident that the displays will interest customers and at the same time provide them with information about the ongoing competition. Sufficient space for products, which are of course the priority, also played a role,” said Kristýna Křibská, the Marketing Execution Lead from the Coca-Cola HBC company.

Shop-in-shop with the Avengers logo; smaller displays will be rebrandable

 The most striking part of the in-store campaign is the shop-in-shop, which, in addition to the product, is dominated by the figure of Iron Man and a circular podium with the Avengers logo. “The products are laid out around the supporting step-like podium with the logo, and the logo itself is placed in front, which gives it a distinctive impression. A roller-coaster is also indicated on the display, which refers to the main prize of the current competition,” the Project Manager, Jakub Petráš, said on behalf of Dago. “The shop-in-shop is also openable, so you can drive into it with a pallet truck, which significantly eases the work of employees in the shops,” he added. On the Czech market, shop-in-shops will be in Albert stores, in Slovakia they will be in Tesco stores. “Customers will have the opportunity to see them there in selected stores during February,” said Marek Prostredný, the Marketing Execution Lead for the Slovak market, and added: “The solution we produced together with the DAGO agency deviates from classic marketing displays and perfectly symbolizes the connection of Coca-Cola and Marvel brands.”

In addition to the shop-in-shop, there were also created displays for cans, displays of one Euro pallet size, and classic “rummaging”. They are the only ones that use clear plastic in addition to cardboard. “In recent years, we have started using cardboard much more. It is a variable material that can be easily transported and at the same time simply assembled, which was one of the client’s conditions,” said Jakub Petráš. These smaller formats are intended for the entire market, and for the sake of sustainability, they can also be rebranded. “Sustainability is one of our priorities at Coca-Cola HBC, so we are glad that the DAGO agency designed the stands in such a way that they can be easily remodelled and used again after the end of the ongoing campaign,” added Kristýna Křibská.

The campaign will take place until the end of March

The Coca-Cola Screentime competition to which the campaign relates will take place until the end of March. By purchasing selected products and playing mini-games in the Coca-Cola app, contestants gain the opportunity to win valuable prizes. These include, for example, televisions, tablets or Samsung brand projectors, or promotional items from the Marvel world. The grand prizes are tickets to Comic-Con 2023 and a trip for four to the Marvel Avengers Campus at Disneyland Paris.

Your Dago team


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