M&M'S® Joins Forces With 'X-Men: Apocalypse'

Iconic brand becomes exclusive chocolate candies of hotly anticipated 2016 movie

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Oct 08, 2015, 12:17 ET

HACKETTSTOWN, N.J., Oct. 8, 2015 /PRNewswire/ -- Spoiler alert! The X-Men are adding a few new colorful members to the mix: Red, Yellow, Green, Orange, Blue and Brown.

Today, Mars Chocolate North America announced a partnership between M&M'S® Chocolate Candies and 20^th Century Fox's upcoming motion picture event "X-Men: Apocalypse." The deal makes M&M'S the exclusive chocolate and confectionary promotional partner of the film, which opens Friday, May 27 and is considered one of the most widely anticipated movies of 2016.

Today, Mars Chocolate North America announced a partnership between M&M'S(R) Chocolate Candies and 20th Century Fox's upcoming motion picture event "X-Men: Apocalypse." The deal makes M&M'S the exclusive chocolate and confectionary promotional partner of the film, which opens Friday, May 27 and is considered one of the most widely anticipated movies of 2016. M&M'S Brand will leverage the partnership with a full 360-degree campaign that will feature its trademark M&M'S spokescandies, and include retail displays and packaging activations, TV and in-cinema advertising, consumer promotions, PR and digital media.

"This deal truly brings together two of the biggest superheroes of Hollywood – M&M'S and X-Men," said Berta de Pablos-Barbier, Vice President, Marketing, Mars Chocolate North America. "X-Men is one of the most popular and thrilling 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."

"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, 20^th Century Fox. "The work that Mars is doing to bring this partnership to life is fantastic."

M&M'S Brand plans to leverage the partnership with a full 360-degree campaign including retail displays and packaging; digital and out-of-home media; TV and in-cinema advertising; consumer promotions; public relations; and social media content. M&M'S World® and My M&M'S® also will support the partnership with themed merchandise and special blends of candy featuring icons from the film.

M&M'S will tease the partnership at the Mars booth space at New York Comic Con, Oct. 8-11 at the Javits Center in Manhattan.

To learn more about M&M'S®, visit http ://www.mms.com, Facebook (www.Facebook.com/mms) or Twitter (@mmschocolate). For information about M&M'S World®, visit www.mmsworld.com and follow the brand on Facebook (www.facebook.com/mmsworld) and Twitter (www.twitter.com/mmsworldstores). For information about My M&M'S®, visit www.mymms.com.

To learn more about "X-Men: Apocalypse" visit Facebook (Facebook.com/XmenMovies), Twitter (@XmenMovies) or Instagram (Instagram.com/XmenMovies).

About Mars, Incorporated
In 1911, Frank C. Mars made the first Mars candies in his Tacoma, Washington kitchen and established Mars' first roots as a confectionery company. In the 1920s, Forrest E. Mars, Sr. joined his father in business and together they launched the MILKY WAY® bar. In 1932, Forrest, Sr. moved to the United Kingdom with a dream of building a business based on the objective of creating a "mutuality of benefits for all stakeholders" – this objective serves as the foundation of Mars, Incorporated today. Based in McLean, Virginia, Mars has net sales of more than $33 billion, six business segments including Petcare, Chocolate, Wrigley, Food, Drinks, Symbioscience, and more than 75,000 Associates worldwide that are putting its Principles into action to make a difference for people and the planet through its performance.

Mars brands include: Petcare – PEDIGREE®, ROYAL CANIN®, WHISKAS®, BANFIELD® Pet Hospital, CESAR®, SHEBA®, DREAMIES® and NUTRO®; Chocolate – M&M'S®, SNICKERS®, DOVE®, GALAXY®, MARS®, MILKY WAY® and TWIX®; Wrigley – DOUBLEMINT®, EXTRA®, ORBIT® and 5™ chewing gums, SKITTLES® and STARBURST® candies, and ALTOIDS® and LIFESAVERS® mints. Food – UNCLE BEN'S®, DOLMIO®, EBLY®, MASTERFOODS®, SEEDS OF CHANGE® and ROYCO®; Drinks – ALTERRA COFFEE ROASTERS™, THE BRIGHT TEA COMPANY™, KLIX® and FLAVIA®; Symbioscience – COCOAVIA® and WISDOM PANEL®.

For more information, please visit www.mars.com. Follow us: facebook.com/mars, twitter.com/marsglobal, youtube.com/mars, linkedin.com/company/mars.

About "X-Men: Apocalypse"
Following the critically acclaimed global smash hit X-Men: Days of Future Past, director Bryan Singer returns with X-MEN: APOCALYPSE, opening in theaters everywhere May 27, 2016. Since the dawn of civilization, he was worshipped as a god. Apocalypse, the first and most powerful mutant from Marvel's X-Men universe, amassed the powers of many other mutants, becoming immortal and invincible. Upon awakening after thousands of years, he is disillusioned with the world as he finds it and recruits a team of powerful mutants, including a disheartened Magneto (Michael Fassbender), to cleanse mankind and create a new world order, over which he will reign. As the fate of the Earth hangs in the balance, Raven (Jennifer Lawrence) with the help of Professor X (James McAvoy) must lead a team of young X-Men to stop their greatest nemesis and save mankind from complete destruction.

About 20^th Century Fox
One of the world's largest producers and distributors of motion pictures, 20^th Century Fox produces, acquires and distributes motion pictures throughout the world. These motion pictures are produced or acquired by the following units of 20^th Century Fox Film: Twentieth Century Fox, Fox 2000 Pictures, Fox Searchlight Pictures, Fox International Productions, and Twentieth Century Fox Animation.

Photo - http://photos.prnewswire.com/prnh/20151008/275319

SOURCE Mars, Incorporated