The company behind V Energy drinks has partnered with 20th Century Fox to promote X-Men: Apocalypse in the lead-up to its release later this month.
Frucor Beverages, which also produces brands such as Ribena, Up&Go and Ovi Hydration, will release a V Energy advert involving X-Men superhero ‘Quicksilver’, which was filmed in Canada with the movie's cast and crew.
The promotion is part of a series of partnerships between V Energy and Marvel.
V Energy marketing manager Craig Harkness said movie franchises were a safer investment option than most brands realised.
“The longevity and consistent performance at the box office of movie franchises allow brands to develop long-term marketing strategies which offer a good return on investment,” he says.
Special Edition cans of V Energy are already on-shelf, featuring X-Men characters and promotional codes for unlocking daily prizes.
V has also created a bespoke app called Mutate Yourself, allowing users to mutate themselves into their favourite X-Men member and post results onto social channels.
