As part of the campaign, M&M's and Marvel are set to treat New York commuters to a Marvel Studios' 'Guardians of the Galaxy' experience by creating a fully branded subway car. The experience will see the subway car transformed into a cosmic wonderland, featuring 'Guardians of the Galaxy Vol. 2' and M&M'S characters.
M&M's and Marvel have also launched a commercial, which is now live online and in cinemas. The commercial features M&M's characters, Red and Yellow, sitting with a racoon that Yellow believes to be Rocket - the character from Guardians of the Galaxy.
Tanya Berman, brand director of the M&M'S Brand, said: "M&M'S reaches movie-goers not only at the concession stand, but also on screen, in a fun, colorful way. 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."
Mindy Hamilton, senior vice president of global partnerships at Marvel, said: "It was a treat to bring this partnership to life. The quirky, mischievous sense of humour 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."
Last month, M&M's launched its new platform 'M&M's Spotlight', which will include a multi-city concert series aiming to bring chocolate and music together. In January, the brand celebrated its 75th anniversary with a film experience.
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