M&M'S Suit-Up as Marvel Heroes in Global Campaign

“It’s more fun together,” says M&M’S’ team of Spokescandies as they gear up for their biggest roles yet, as a global campaign between M&M’S and Marvel launches. 

Merging two distinct storytelling worlds and brand IPs, the fan-favourite worlds will collide across over 65 markets to celebrate beloved characters and create fun and shared experiences with consumers across the globe. 

Beginning in late January and launching in different markets throughout the year, the global campaign will activate across the entirety of the M&M’S ecosystem. Consumers can anticipate digital content and experiences, in addition to exclusive prizes, merchandise and seven limited-edition collectible packs featuring never-before-seen M&M’S and Marvel character mashups that combine fun, flavour and fandom. 

“At Mars, our global relationship with Disney has always been rooted in a shared belief in the power of fun and creating meaningful moments of connection,” said Rankin Carroll, chief brand officer, Mars Snacking. “M&M’S and Marvel fans share a passion for characters and storytelling. This phase of our collaboration combines the best of both brands to deliver immersive experiences, content and new ways for fans to engage. By leading with what our consumers love, we’re inspiring fun, fandom and connection in a way only our two brands can.” 

Inspired by the belief that ‘It’s More Fun Together’, the M&M’S and Marvel collaboration brings together Marvel’s iconic storytelling with the vibrant, fun world of M&M’S. It marks a continuation of M&M’S and Disney’s longstanding relationship and history of creating fun, immersive retail experiences through the M&M’S Stores at Disney Springs at Walt Disney World Resort, as well as an array of Mars touchpoints across Disney’s theme parks and resorts. The new campaign from the two brands expands its reach to more fans in more markets around the world. 

The campaign launches with a behind the scenes look at the Spokescandies’ visit to Marvel Studios. In a fun crossover, the M&M’S leap at the chance to audition for their dream roles… to varying degrees of success. The collaboration will continue in the candy aisle, with character mashups featured on seven limited-edition M&M’S x Marvel packs.

The mashups include Yellow as Wolverine, Red as Deadpool, Blue as Daredevil, Purple as Elektra, Green as She-Hulk, Brown as Yelena and Orange as Red Guardian.

“We have a wonderful long-term relationship with Mars that enables us to come together in exciting ways,” said Mindy Hamilton, senior vice president of alliances marketing and creative at The Walt Disney Company. “The Marvel Universe has built a rich legacy through iconic storytelling, resonating with generations of fans, and it was fun to imagine what could happen if M&M’S Spokescandies were part of that fandom, too. The result is an engaging global campaign that honours fans of both brands, celebrating moments of connection and fun!”