Captain America: Civil War
This was a marketing concept that I developed for Marvel's Captain America: Civil War movie. It would involve a collaborative effort between Marvel, Coca Cola, and Pepsi.
Political pressure mounts to install a system of accountability when the actions of the Avengers lead to collateral damage. The new status quo deeply divides members of the team. Captain America (Chris Evans) believes superheroes should remain free to defend humanity without government interference. Iron Man (Robert Downey Jr.) sharply disagrees and supports oversight. As the debate escalates into an all-out feud, fellow heroes must choose a side.
I initially thought "How could this feud between two heroes of the same ilk be translated into the real world?". I then thought about the feud between Coke and Pepsi that's been going on for 50+ years.
The idea is simple. Produce a limited run of custom soda can and a display that could be assembled from the outer box packaging. Not only does this get fans involved to choose sides but it also creates a collector items for the years to come.