The collaboration will entail a 360-degree marketing push using merchandising, digital, OOH, in-cinema advertising, PR and more
Mars Chocolate North America has initiated a partnership between its M&M’S Chocolate Candies and 20thCentury Fox’s upcoming motion picture event, X-Men: Apocalypse. The deal makes M&M’S the exclusive chocolate and confectionery promotional partner of the film set to open on 27 May 2016.
“Who doesn’t love M&M’S and their hilarious band of characters? M&M’S Chocolate Candies are a part of the movie experience, so what better movie to pair them up with than the next film in our epic X-Men film franchise,” said Zachary Eller, Senior Vice President, Marketing Partnerships, 20th Century Fox.
M&M’S is set to leverage the partnership with a full 360-degree campaign including retail displays and packaging, digital and out-of-home media, television and in-cinema advertising, consumer promotions, public relations, and social media content.
M&M’S World and My M&M’S will also support the tie-up with themed merchandise and unique blends of candy featuring icons from the film. Meanwhile, the brand will tease the collaboration at the Mars booth space at the New York Comic Con taking place from 8-11 October 2015, at the Javits Centre in Manhattan.
“X-Men is one of the most popular franchises in movie history, and we like to say M&M’S are the official chocolate candies of the movies. Together, we hope to make the experience even more fun for movie lovers,” said Berta de Pablos-Barbier, Vice President, Marketing of Mars Chocolate North America.