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This Campaign Re-Imagines M&Ms as the Official Candy of the X-Men Movie

M&M's adorable anthropomorphic candy characters are getting new looks as the official candy of the new X-Men: Apocalypse movie.

In an image released with the official candy partnership announcement, two of the M&Ms are garbed in full X-Men apparel. Ms. Green is dressed up as Storm with a fashionable leather cape and pixie-cut white hair. Yellow is wearing a burgundy helmet and cape as Magneto. Thanks to a hilarious and successful M&Ms advertising campaign, TV viewers everywhere are familiar with the M&Ms candy characters. Having them dress as popular movie characters in a co-branded initiative is another innovative marketing idea.

The upcoming installment in the X-Men film franchise has already created a lot of excitement, and this official candy partnership will certainly generate attention for both the Mars-owned candy brand and the X-Men: Apocalypse campaign.