M&M's unveils new X-Men campaign, merchandise

HACKETTSTOWN, N.J. -- Mars Chocolate North America is leveraging the popularity of its venerable M&M's brand by launching a new campaign tied to the new "X-Men: Apocalypse" movie, which premieres May 27.

M&M's is introducing X-Men-themed merchandise bottles featuring eight X-Men M&M's character images. The new bottles will be available this month at Walmart, Kroger, CVS and other retailers across the United States.

"M&M's has been enhancing the experience of moviegoers for 75 years and we are really excited at the opportunity to shift from movie seats to movie scenes to help promote the upcoming feature film," said Tanya Berman, director, M&M's Brand. "X-Men is one of the most popular franchises in movie history and together we hope to make the experience even more fun for movie lovers."

The brand is also launching a new commercial, "Rainy Day," which airs on TV and online. Red and Yellow find themselves at the mercy of two X-Men who have a shared weakness: candy-coated chocolate. Proving that even the most powerful superheroes on the planet can't resist M.

Additionally, a full-page print ad features the common struggle felt between both the M&M's and X-Men characters, which aims to generate excitement for the upcoming movie release.