‘MIKE AND IKE’ and ‘HOT TAMALES’ have partnered with Marvel Studios on an experiential marketing campaign tied to the upcoming Thunderbolts film. A custom ‘Movie Concession Tour’ truck will visit nearly 100 U.S. college campuses, handing out free candy, hosting interactive games, and giving away Marvel-themed merchandise. The partnership targets Gen Z audiences with a blend of bold flavors and pop culture energy.

Designed for maximum on-the-ground visibility, the truck activation promotes sampling and social sharing while reinforcing both candy brands’ fun, adventurous identities. The collaboration also includes co-branded packaging and online contests to drive deeper engagement. It’s a cross-category effort linking cinema, snacking, and youth culture in a cohesive and interactive format.

This campaign connects candy brands with Marvel fandom, driving brand affinity and real-world sampling. It reinforces relevance among younger demographics.