Marketing In The News: M&M's x Marvel Collab
While going through all the news websites looking for a recent marketing collab, I came across an article on marketingDive about a new collab between M&M'S and Marvel. This article piqued my interest due to its vibrant colors and brand familiarity. Brand collaborations help both companies in marketing, exposure, and sales. This is an addition to both the food and entertainment industries giving target audiences new content and products. As Walt Disney and Mars continue to innovate and grow their connection, as their consumers, we get to connect with their brands in new ways, combining both communities.
(https://www.mms.com/en-us/marvel)
The article dives into both brands' pop-culture influence and their plans to expand into digital content. Mars and Walt Disney are current leaders in their industries, with new Marvel movies set to air later this year; this collaboration provides Marvel with new advertising content and viewers.
In this collaboration, M&M'S Spokescandies audition to play various Marvel characters, embracing and reaching customers across both fandom worlds. "These 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." This quote gives us insight into the new characters as seen in the picture above. This gives us, as viewers, a new twist on how we view the characters of both companies.
M&M's value proposition uses "the power of fun" to engage and connect with its customers. Given Marvel's reputation as a comedy, action, and loyalty brand, the two companies complement each other's value propositions. This new campaign will start launching in late January and continue throughout 2026. It will add and expand into more than 65 markets and reach U.S. consumers in March. Releasing seven packs and five different chocolate candies featured by M&M'S. With additional prizes via QR code on the back of the packages, this collab will be released throughout 2026.
The challenges with M&M'S are rising competition and staying on brand while also keeping up with the times. M&MS are a classic, enjoyable treat, but as newer, healthier products launch, it's hard for older brands to adapt. Collaborations and new flavors are keeping this brand new and appealing. Marvel, as part of the collaboration, is relevant and innovative to today's markets, making this a great collaboration.
One of the biggest markets is Disney products and services. This gives M&M'S a huge step forward into Disney's global market, with locations and experiences worldwide. The Marketing approach benefits both brands through advertising and product placement, providing insight into both industries. If I were a product manager, I would go even further into the food industry and try to add a third company, such as McDonald's. With happy meals featuring figurines, I propose our collab be the new figurines, giving us a pathway into the fast-food market. That would give us new customers and more face-to-face interactions.
https://www.mcdonalds.com/us/en-us/full-menu/happy-meal.html
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