By John McCarthy, Opinion Editor

April 12, 2017 | 2 min read

Marvel’s Guardians of the Galaxy: Vol. 2 is continuing its commercial drive, partnering with cinema-snack staple, M&M’s in a new ad campaign.

The brief ad marks the partnership showing Red and Yellow bump into a hungry raccoon seated in a theatre. They naturally mistake the character for Rocket Raccoon, the fearless – and bloodthirsty – mammal from the Guardians of the Galaxy.

Tanya Berman, brand director for the M&M'S brand, said: “M&M'S reaches moviegoers not only at the concession stand, but also on screen, in a fun, colourful 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."

The partnership will culminate in a New York City carriage takeover in which the ‘spokescandies’ and the colourful Guardians cast will appear. On the merch front, Guardians-themed candy will appear in cinemas and retailers.

Mindy Hamilton, senior vice president of global partnerships, at Marvel added: "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."

It comes after Guardians' baby Groot met the Geico mascot - and a partnership with Ford.

Guardians of the Galaxy Vol. 2 hits cinemas 5 May.

Guardians of the Galaxy Mars Advertising

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