NASSAU, BAHAMAS — Coca-Cola, in partnership with Heineken, rolled out the red carpet for nearly 200 invited guests for an early screening of Marvel’s newest blockbuster, Deadpool and Wolverine.
This summer, Coca-Cola and Disney joined forces again in a global partnership. The Hero’s Collaboration focuses on celebrating the consumers, who are the superheroes of real life. One of the partnership’s main highlights is the inclusion of over 30 iconic Marvel superhero characters on Coca-Cola and Coca-Cola No Sugar cans and bottles for a limited time only.
To commemorate this occasion, Coca-Cola was inspired to host a movie premiere with partner, Fusion Superplex to celebrate the consumer and Marvel’s latest film. Heineken/Commonwealth Brewery Limited (CBL) jumped at the idea of hosting a joint movie premiere; an excellent opportunity for two giants in the beverage industry to collaborate.
“The event underscored the message that even the most unpredictable partnerships can work together to create real magic. Both brands aimed to spotlight their global partnership with Marvel while also celebrating their consumers and we all nailed it perfectly.” Jonathan Thronebury, Marketing Director of Caribbean Bottling Company (CBC), local producers of Coca-Cola and Dasani products, said.
Echoing similar sentiments as Thronebury, Martysta Turnquest-Bastian, Commonwealth Brewery Limited CMI & Media Coordinator spoke on the reasoning for this premiere.
“…This premiere would be an opportunity to create unique brand experiences whilst mirroring the Deadpool and Wolverine story with our unlikely partnership.” Turnquest-Bastian said.
All VIP seats at Fusion were reserved for this event. Guests included clients, lucky winners, influencers, and local media partners.
Both brands succeeded in transforming Fusion into a Coca-Cola, Heineken and Marvel utopia. No expense was spared in creating the ambiance for the evening. From intentionally curated branding to the décor, delicious hors d’oeuvres, superhero models, and swag bags, it was a Coca-Cola and Heineken extravaganza with Marvel at the center.
“The exclusivity and synchronized branding made it distinctly feel like a Coca-Cola and Heineken event, which brought the glamour of a Hollywood movie premiere to The Bahamas,” Thronebury said.
“We wanted to immerse our audience in the world of Heineken and Coca-Cola whilst really paying homage to the movie’s main characters. Our hope was to create an experience that was refreshing on all fronts, with amazing beverages but also quirky and unique touches.” Turnquest Bastian said.
Attendees would agree that the main attraction of the night was submerging themselves in the Deadpool and Wolverine universes.
When asked what they are most proud of Thronebury and Turnquest-Bastian revealed what their highlight was.
“Showcasing the strengths of both brands and celebrating our consumers, who are our everyday superheroes. For us, that was the true highlight,” Thronebury said.
“Being able to work alongside Coca-Cola to create an amazing consumer experience. The comradery that was showcased as well as the attention to detail that went into this event was phenomenal.” Turnquest-Bastian concluded.
