M&M’s Red and Yellow characters team up with Marvel’s X-Men
The manufacturer’s M&M’s brand has partnered with upcoming superhero movie X-Men: Apocalypse to launch a new TV commercial and themed packaging.
In the commercial, which is dubbed Rainy Day and began screening online and on TV this week, M&M’s characters Red and Yellow find themselves at the mercy of two X-Men, Nightcrawler and Storm. Mars is also running a full-page print ad supporting the campaign.
In addition to the advertising activity, themed M&M’s bottles featuring eight X-Men M&M'S character images will be available this month at Walmart, Kroger, CVS and cinemas across the US.
Sixth film in X-Men series
X-Men: Apocalypse, which is released by 20th Century Fox on May 27 in the US, is the sixth film in the core X-Men series, which Mars described as one of the most popular franchises in movie history.
"M&M'S has been a staple of the movie going experience for decades," said Zachary Eller, senior vice president of marketing partnerships at 20th Century Fox. "We knew pairing up the X-Men characters with hilarious Yellow and Red, would result in commercial creative campaign all fans would enjoy."
X-Men: Apocalypse follows 2014’s X-Men: Days of Future and features a team of young X-Men led by Raven (Jennifer Lawrence) and of Professor X (James McAvoy) against Apocalypse, the first and most powerful mutant from Marvel's X-Men universe.
