Florence Pugh Shows Off Yelena-Covered Quavers Bag for ‘Avengers: Doomsday’

Avatar photoHrvoje Milakovic
Yelena Belova doomsday
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Marvel’s marketing strategy has evolved beyond traditional posters and trailers, with the latest example featuring a bag of crisps. Florence Pugh has been incredibly busy in recent weeks, participating in press tours and gracing magazine covers, all while preparing to reprise her role as Yelena Belova in ‘Avengers: Doomsday.’ A fun new photo of Florence Pugh reminds fans that Yelena is making her return very soon.

Since her introduction in ‘Black Widow’ in 2021, Yelena has become one of the MCU’s most cherished characters. She has also appeared in ‘Hawkeye,’ ‘Thunderbolts*,’ and ‘Spider-Man: Brand New Day,’ where her team rebranded as the New Avengers. This steady rise from supporting character to a pivotal role has made her one of the most discussed figures leading up to the next Avengers film.

On October 2, Cosmic Marvel shared a newly released photo of Pugh holding a bright yellow bag of Quavers featuring Yelena’s face. She playfully peeks over the top of the bag, which showcases Yelena in her green tactical gear alongside ‘Avengers: Doomsday’ branding, reminding fans that the film will be in cinemas soon. The bag also features the snack’s Light & Curly label.

This photo is part of one of the film’s more whimsical marketing partnerships. Walkers Snacks, a brand owned by PepsiCo, has collaborated with Marvel Studios for an on-pack promotion to support the movie’s release. This British approach to generating excitement has clearly resonated with fans online.

The promotion has been available in UK stores since September, featuring Avengers-themed packaging on selected multipacks and sharing bags of Wotsits, Quavers, Monster Munch, and Squares. The designs highlight characters from The Avengers, The New Avengers, The Fantastic Four, The X-Men, and The Wakandans, including Captain America, the Invisible Woman, and Doctor Doom. A promotional banner displays Captain America, Thor, Yelena, and Doom with the tagline ‘Assemble Your Snacks.’

Walkers has also introduced a limited-edition Wotsits Bag of Bones in Really Cheesy flavor, featuring Doctor Doom on the packaging and bone-shaped crisps inside. This product is being marketed for Halloween gatherings and sharing occasions.

Shoppers can enter a prize draw by scanning a QR code on promotional packs and submitting an on-pack code through PepsiCo’s JOY platform. Prizes include a family holiday to Tokyo. The campaign runs until December 31, aligning with both Halloween and the film’s UK cinema release on December 16.

The choice to feature Yelena on a snack bag is not arbitrary. Vanity Fair reported last week that Marvel Studios head Kevin Feige hinted that ‘Avengers: Doomsday’ will heavily feature Yelena. The same profile confirmed that Pugh will also appear in ‘Avengers: Secret Wars.’

Feige previously informed fans at BiliBili World in Shanghai that anyone who loves Yelena should look forward to ‘Doomsday,’ as she plays a significant role in the film. The trailer has showcased her in combat, dressed in her muted New Avengers gear, a look that carries over from ‘Thunderbolts*.’ The film will see her team up with characters from across the MCU against Robert Downey Jr.’s Doctor Doom.

This narrative setup traces back to the ‘Thunderbolts*’ post-credits scene, where the New Avengers are the first to notice the Fantastic Four’s interdimensional ship. This scene positioned Yelena’s team at the center of the story leading into the crossover. With Pugh now holding her character’s face on a bag of crisps, Marvel appears confident in allowing her to lead the marketing efforts.

‘Avengers: Doomsday’ unites heroes from three universes, including the Avengers, the New Avengers, the Fantastic Four, the X-Men, and the Wakandans, which explains the diverse character lineup on those snack bags. The film is set to premiere in U.S. theaters on December 18, followed by ‘Avengers: Secret Wars’ next December. For Pugh, the Quavers bag serves as a lighthearted teaser before the serious action begins.

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