Family-owned candy maker Just Born is launching a new $15 million ad campaign for its Mike and Ike candy featuring a “breakup” of Mike and Ike,
the
New York Times
reported.
New packaging has either the name “Mike” or the name “Ike” crossed out and gives a reason for the split: Ike complains that Mike is “spending way too much time on his music,” while Mike gripes that Ike is “spending way too much time on his computer art.” The package directs consumers to the brand’s Facebook page, where they can see videos about the split. The campaign will also include billboards beginning in July and TV ads starting in June, the
Times
article said.
Mike and Ike was introduced in 1940. Just Born, founded by Sam Born in 1917, “cannot pinpoint the origin of the name for the brand,” the article said. (Source:
New York Times,
April 12, 2012.)
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