M&M’s Red and Yellow characters team up with Marvel’s X-Men

By Vince Bamford contact

- Last updated on GMT

Rainy Day ad features X-Men Nightcrawler and Storm
Rainy Day ad features X-Men Nightcrawler and Storm
Mars Chocolate North America will be hoping its new movie tie-up has the ‘x-factor’.

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

Xmen 2

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. 

Related topics: Manufacturers, Chocolate, Mars

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