M&M’s marketing, products support ‘Guardians of the Galaxy Vol. 2’ release

HACKETTSTOWN, N.J. — As the highly anticipated “Guardians of the Galaxy Vol. 2” is set to hit theaters, the Mars Chocolate North America is continuing its collaboration with Marvel ahead of the film’s May 5 premiere.

The company is rolling out several marketing initiatives, including the M&M’s commercial above, featuring the iconic Red and Yellow M&M’s watching the new movie.

"M&M'S reaches moviegoers not only at the concession stand, but also on screen, in a fun, colorful way," M&M’s brand director Tanya Berman said. "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."

In addition to the commercial, Mars is transforming a New York city subway car into a fully immersive advertisement featuring M&M’s characters and “Guardians of the Galaxy Vol. 2” characters. The ad will be live until April 30.

M&M’s products co-branded with the film will be available in mass retailers and cinemas nationwide, the company said, including singles, bottles and party-size M&M’s products.

"It was a treat to bring this partnership to life," Marvel SVP global partnerships Mindy Hamilton said. "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."