Coca-Cola isn’t shy about toying with its packaging, as seen in its recent move adding the word “Enjoy” to its logo and its ongoing “Share a Coke” campaign. In a Brazilian tie-up with the “Avengers: Endgame,” it shifts the attention to the tabs on its cans—it turned them into collectible pins.
In a campaign from WMcCann, the brand transformed the pull tabs on its vessels into pins featuring the heads of 12 Avengers heroes, including Ironman, Black Widow, the Hulk and Thor.
According to the agency, the cans themselves weren't completely reproduced to incorporate the pin tabs. The pins were created separately by special machines out of zamak steel (to withstand moisture and low temperatures) and were then attached to regular tabs on special edition Avengers cans via an exclusive tool. A Marvel studio illustrator created the artwork on the cans and the pin designs.
Six-thousand pin cans were distributed to “Endgame” viewers at Brazil’s largest theater chain Cinemark and to influencers. They were also sold on the brand’s e-commerce site.
The Avengers pin tabs were promoted in a spot and social video (seen below).