Kellogg’s
Kicking off
Phase 3 of the Marvel Cinematic Universe was the third Captain America film, Captain America: Civil War. Loosely
based on the comic story of the same name, the film deals with the fallout from
Avengers:
Age of Ultron as governments decide to create
legislature to regulate how and when the Avengers do their heroing. Captain America (Chris
Evans) doesn’t feel they can
be as effective while they wait for permission to act, while Iron
Man (Robert
Downey, Jr.) believes it’s
the only way to prevent further disasters. Add to the fact that Cap’s
long-believed-deceased sidekick, Bucky Barnes (Sebastian Stan), was alive and well and seemingly bombed a
political conference, and the Avengers became split down the middle in a
conflict over whose ideals were right and how Bucky would be brought to
justice. Directed by Joe
and Anthony Russo off a script by Christopher
Markus and Stephen
McFeely, Civil War opened on May 6, 2016 and pulled in over $1.1 billion at
the box office.
Kellogg’s once again created a limited-edition cereal
to tie into the promotion for the film. In fact, they made two different cereals
for it. The first, Captain America: Civil
War cereal, was actually a repackaged version of their Age of Ultron Cereal from the previous year. However, this time the
marshmallow bits were changed to either red or blue with a white star shape in
the middle. The most interesting part of this cereal, however, was its box. On
one side was Cap, and on the other was Iron Man. When the two sides were put
together, they lined up perfectly to create a split image of the two heroes. On
the side panel showed the two about to clash over a bowl of their cereal.
Meanwhile,
outside of North America, there came a cereal called simply Avengers Cereal. It came with “choc
reactors” (after the arc reactor technology that powers Iron Man’s suit) and “crunchy shield”
pieces. The reactors were a grouping of three chocolate-flavored rings while
the shields were reminiscent of Krave Chocolate cereal pieces (and didn’t really represent
Cap’s round shield). Once again, Iron
Man and Cap were featured on either side of the box, with Hulk and Thor joining
them on the side panel. However, this time around instead of using images of
the film’s actors, the characters were drawn and shown in representations of
their more recent comic costume designs.
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