Mike And Ike Head For Gay Divorce!
Mike and Ike might have been a popular candy years ago, but the brand is in need of a facelift. Enter the Elevator Group, an ad agency that has chosen a pretty progressive tactic for getting young people to care about the candy again: gay divorce.
That’s right folks, Mike and Ike are heading for splitsville, so Mike can work on his music and Ike can work on his art. This separation is realized through new packaging, which has logos with either “Mike” or “Ike” scrubbed out reports the New York Times. The Times also reports that billboards with the scrubbed-out names will begin appearing in July, including an animated billboard in Times Square.
The full ramifications of the split is really evident online, especially on Facebook, YouTube and Tumblr. On April 10, Ike posted on Tumblr:
I know it’s hard to believe, but yes – Mike and I split. It is what it is. We just couldn’t agree on stuff anymore. Some call it creative differences? Whatever. The guy is awesome, if you don’t count that he’s color blind. Lime is green dude! Cherry is red, not purple. Get it? Go write some songs since that seems to be where your focus is right now.
Mike shared his side:
Heard about Ike and me splitting up? Yeah, it’s true. We just don’t agree on the candy. My red, his red, my lime, his lime, my box ideas, his box ideas. So over it. Instead of all this hassle, now I’m just gonna jam. Been laying down heat with my friend Blaze. Planning to hit all the music capitals in the next few months. No sitting at home solo playing Words With Friends (that’s something Ike would do).
Bethlehem-based Just Born Inc. this month opened a new marketing campaign for the chewy confections based on Mike and Ike going their separate ways. The storyline has Mike pursuing his music and Ike exploring his love for visual arts. New packaging hitting the shelves features either Mike or Ike scribbled over with marker and, on the back, a letter explaining why one just can’t live with the other any longer.
$15 million campaign
The opening phase of the campaign – Houston confirmed an investment of $15 million in the effort -asks consumers to go on the Mike and Ike Facebook page and post a video reacting to the breakup. Celebrity posts are already up from pro basketball player Lamar Odom, teenage pop singer Greyson Chance and television actor Eden Sher.
The “Tell Us Your Reaction” contest runs through June 26 and offers a chance to win Mike and Ike T-shirts and Apple electronics.
Already the campaign has garnered media attention around the world. Matt Pye, vice president of marketing for Just Born, said he heard from a friend in Brazil who heard about the breakup of the candies introduced 72 years ago.
“Consumers are obviously excited about what’s going on here around this breakup,” Houston said. “For the longest time our consumers have asked us who Mike and Ike are, and this has been going on for years here: ‘Are they the founders? Are they the owners of the company?’ These guys really are candy celebrities.”
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