Coke tonight used the year's biggest marketing stage to advertise its smallest product -- with some help from a couple of Marvel superheroes.
The 60-second Super Bowl ad plugged Coke's 7.5 ounce mini can, which has become a key plank in the cola giant's business strategy of focusing on more profitable, smaller pack sizes. In the ad, the tiny can is the subject of a fight between Ant-Man (who is voiced by Paul Rudd) and The Incredible Hulk. The two become friends after Ant-Man gives up the can and helps Hulk open it. Mr. Rudd also made a cameo in Bud Light's Super Bowl Spot.
Coke's spot is by Wieden & Kennedy, Portland, representing the shop's first contribution to the marketer's new global campaign called "Taste the Feeling."
The tone of the the ad is a departure from the more serious ads that Coke ran in the previous two Super Bowls. Last year's ad tackled online bullying, while Coke in the 2014 game celebrated ethnic and racial diversity with a spot that showed "America the Beautiful" sung by Americans in seven languages.
Read more about the strategy over at AdAge.com.