- M&M’s’ spokescandy mascots are donning superhero attire as a part of a global campaign with Disney’s Marvel Studios, in line with a press release.
- Debuting in late January and eventually spanning 65 markets, the collaboration spans digital content, experiences, prize giveaways, merchandise and 7 limited-edition packs displaying different spokescandies outfitted as comic book fixtures like Wolverine, Deadpool and Daredevil.
- In latest videos, the spokescandies arrive at Marvel Studios for auditions that go haywire as they struggle with stunts and remembering their lines. The blockbuster team-up will expand as Disney stokes anticipation for the subsequent Marvel installments, “Spider-Man: Brand New Day” and “Avengers: Doomsday.”
M&M’s and Marvel’s campaign mashes up two icons of popular culture, with the candy brand’s spokescandies making their best effort at superhero stardom and humorously coming up short. M&M’s parent company Mars is a longtime Disney partner, with M&M’s stores at Disney Springs at Walt Disney World Resort and retail touchpoints at other theme park and resort locations.
Working more deeply with Marvel gives M&M’s a chance to tap into the franchise’s avid fan base and arrives as the studio ramps up marketing activity around two of its biggest releases in years, including an “Avengers” showcase that can unite several of the comics universe’s most storied characters, such as the X-Men and Fantastic Four. “Avengers: Doomsday” also sees the return of actors who once helped lead the franchise, including Chris Evans as Steve Rodgers and Robert Downey Jr., now playing a brand new role as antagonist Victor von Doom following his prior run as Iron Man.
The spokescandies provide their best facsimile of some spandex-wearing icons in latest video content and collectible packaging, which can hit mms.com and M&M’S stores within the U.S. in March before rolling out to other retailers. For the campaign, the yellow spokescandy acts as Wolverine while Red plays Deadpool, Blue plays Daredevil, Purple plays Elektra, Green plays She-Hulk, Brown plays Yelena and Orange plays Red Guardian.
Special packs might be available in M&M’s Milk Chocolate, Peanut, Peanut Butter, Crispy and Milk Chocolate Minis variants depending on market availability and have a QR code that could be scanned to learn more about prizes. BBDO Chicago and Team OMC handled creative while paid media is led by Starcom and PR by Weber Shandwick.
M&M’s is aligning the Marvel collaboration with “It’s More Fun Together,” a creative platform the brand introduced last June. “It’s More Fun Together” focuses on messaging that promotes unifying moments that span generations, like settling in for family movie night, as well as humor. The concept was created by Team OMC and BBDO.
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