Frucor partners with 20th Century Fox to cross-promote V Energy and “X-MEN: APOCALYPSE”

Today, Frucor Beverages announces it has partnered with 20^th Century Fox ahead of the release of the ultimate X-Men blockbuster, X-MEN: APOCALYPSE, and a one off V Energy advert involving X-Men superhero ‘Quicksilver’.

The cast and crew of X-MEN: APOCALYPSE collaborated with Frucor in Canada to film the advert.  With the help of Clemenger’s creative team, V Energy produced a 30 second TVC featuring X-MEN: APOCALYPSE actor and fan favourite Evan Peters.

Quicksilver was a perfect match to the V-Energy Brand with his quick wit, irreverent humour and his lightning fast speed.

The promotion is the latest in a series of successful partnerships between V Energy and Marvel. The popularity of film franchises has boomed over the past 10 years, particularly within the superhero and action genre. X-MEN: APOCALYPSE in particular is a part of a franchise within the Marvel world that proves hugely popular with fans.

Spotting the opportunity, Frucor reached out to 20^th Century Fox with a proactive collaboration strategy. Since then, the two companies have forged a close relationship, which has helped promote the Marvel films and V Energy drinks. 

V Energy Marketing Manager, Craig Harkness, said that whilst forging an agreement with unknown entity, like a film, can expose brands to a high level of uncertainty, brands that “know the minds of their audience and develop a solid go to market strategy with their partner, will benefit from being a front-runner in this space”.

According to Harkness, the reliability of movie franchises make a safer investment option than most brands realise: “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”.

20^th Century Fox Head Of Partnerships, Kate Nicholls, spoke about the partnership with Frucor, saying “This partnership with V has provided 20^th great opportunities for cross-promotion on X-MEN: APOCALYPSE and we look forward to consumers getting to experience an extra taste of Quicksilver and also the film.”

Kate Nicholls said that 20^th Century Fox encourage collaboration with brands, and are excited by brands with a unique story to tell. Special Edition cans of V Energy are already on shelves. The limited edition V Energy cans feature X-Men characters and special promotional codes that will unlock prizes which will ‘mutate’ daily.

In addition to the TVC and in-store promotion, V has created a bespoke app titled “Mutate Yourself” which will allow users to mutate themselves into their favourite X-Men member and post their results onto social channels.

Marvel’s ‘Quicksilver’ is not the first superhero to use the massive V hit to improve himself a bit, in 2015 Clemenger BBDO and Frucor V Energy introduced ‘Fantastic Man’.

“X-Men: Apocalypse” will be in Australian cinemas May 19 with the TVC hitting cinemas, TV, social media and pre-rolls on the 28^th of April.

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Media Contact:

Craig Harkness
craig.harkness@frucor.com
+61 407 107 284

Charlie Stack
Porter Novelli
cstack@porternovelli.com.au
+61 403 456 079

Kate Nicholls
kate.nicholls@fox.com
+61 421 099 303