Mars Chocolate North America announced the continuation of their collaboration with Marvel and unveiled a new commercial and merchandise to promote the anticipated release of Marvel Studios’ “Guardians of the Galaxy Vol.2,” which premieres in theatres on May 5, 2017.
The new M&M’S commercial, M&M’S “Movies,” is currently airing online and in cinema. The commercial features iconic characters, Red and Yellow, in a movie theatre. Red stumbles upon Yellow sitting with a raccoon that Yellow believes is Rocket, the beloved character from the Marvel Studios’ “Guardians of the Galaxy” series.
“M&M’S reaches moviegoers not only at the concession stand, but also on screen, in a fun, colorful way,” said Tanya Berman, Brand Director, M&M’S Brand. “We knew our beloved spokescandies together with the light-hearted, fun characters from Guardians of the Galaxy would bring the partnership to life in a creative way that we know fans will enjoy.”
To add to the intergalactic experience, New York City subway goers will have a Marvel Studios’ “Guardians of the Galaxy” experience unlike any other in a fully branded subway car. The immersive advertisement will transform a regular subway car into cosmic wonderland with Marvel Studios’ “Guardians of the Galaxy Vol. 2” and M&M’S characters. The themed ad will be live until April 30.
Additionally, Marvel Studios’ “Guardians of the Galaxy Vol. 2” branded M&M’S product will be available in mass retailers and cinemas nationwide. Fans can purchase singles, bottles, and party size M&M’S co-branded with their favorite Marvel Studios’ “Guardians of the Galaxy Vol. 2” characters.
“It was a treat to bring this partnership to life,” said Mindy Hamilton, Marvel’s SVP of Global Partnerships. “The quirky, mischievous sense of humor that characters like Red and Yellow embody is a perfect extension of our Guardians’ exploits, and we’re excited for fans to discover all of the different ways that this campaign will bring them closer to the film ahead of its release date.”