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MIKE AND IKE® and HOT TAMALES® Partner with Marvel Studios

In a thrilling display of collaboration, iconic candy brands MIKE AND IKE® and HOT TAMALES® are joining forces with Marvel Studios' highly anticipated film, 'Thunderbolts', which premieres on May 2, 2025. This partnership promises to deliver excitement not only on screen but also through a multi-faceted promotional campaign designed to engage movie fans and candy lovers alike.

A Flavor Explosion

With a legacy founded on bold flavors and spirited energy, MIKE AND IKE® and HOT TAMALES® are taking their message to new heights with a comprehensive marketing initiative. According to Deb Turoczy, Senior Manager at Just Born Quality Confections, "As Marvel Studios' 'Thunderbolts' hits the big screen, only our candy brands bring the flavor and firepower to match." This sentiment captures the essence of their partnership—a union of two powerhouses intent on providing shared thrills to audiences everywhere.

Experiential Marketing Tour

Kicking off the promotional activities is the Movie Concession Tour—an engaging experience already electrifying campuses across the U.S. Launched on March 15, the tour features candy samples, movie trailers, and interactive digital media spots. Students at nearly 100 major college campuses can grab co-branded sample packs of MIKE AND IKE® Original Fruits, immerse themselves in the thrilling world of 'Thunderbolts', and take part in several contests to win Fandango movie tickets and other exciting giveaways.

At each tour stop, attendees are treated to unique experiences including a chance to watch the official co-branded media spot alongside the 'Thunderbolts' trailer on large screens, creating an exciting atmosphere that merges the energy of both the film and the iconic candies. Notably, the tour is set to conclude in grand style at the red carpet premiere of 'Thunderbolts', where fans will witness the culmination of this candy-filled adventure.

Uniting Fans through Social Media

This collaboration extends into the digital realm as well. MIKE AND IKE® and HOT TAMALES® have taken to platforms like Instagram, TikTok, and YouTube to promote their candies and engage with fans. The vibrant social media strategy allows fans to share their experiences and connect with the brands more personally, further enhancing the anticipation surrounding the film's release.

About 'Thunderbolts'

In 'Thunderbolts', Marvel assembles an unlikely team of antiheroes, including fan favorites like Bucky Barnes and Yelena Belova. As they embark on a perilous mission crafted by Valentina Allegra de Fontaine, audiences will be on the edge of their seats, wondering if this mismatched crew can find common ground amidst their chaotic backgrounds. With a stellar cast including Florence Pugh, Sebastian Stan, and David Harbour, the film promises to be thrilling both in action and in character development.

The screenplay, written by Eric Pearson and Joanna Calo, is set to explore themes of redemption, teamwork, and the struggle against inner demons, themes mirrored artistically by the engaging marketing campaign.

The Legacy of Just Born Quality Confections

Just Born Quality Confections has a rich history of delighting consumers for over a century, with brands like PEEPS® and GOLDENBERG'S® PEANUT CHEWS® also under its umbrella. The company's commitment to community engagement and environmental stewardship is evident in their efforts to bring sweetness to everyday lives. With the partnership with Marvel, MIKE AND IKE® and HOT TAMALES® are not just offering candy; they are creating experiences that echo their brand goal of enriching lives—a mission that's evidently fulfilled with this vibrant collaboration.

As we count down to the film's release, fans can expect to see and taste the adventure that MIKE AND IKE® and HOT TAMALES® are bringing to the theater experience, both on and off the screen.