#United States #Bethlehem #MIKE AND IKE® #Kenan Thompson #We Got'chew™

MIKE AND IKE® Introduces Characters in Exciting New Campaign

MIKE AND IKE®, a well-known brand by Just Born Quality Confections, has taken a significant leap forward by launching their latest marketing initiative titled 'We Got'chew™.' This new platform introduces Mike and Ike as lively character personalities, marking a first for the brand. The campaign aims to deeply connect with consumers by infusing humor and entertainment into everyday scenarios.

The new strategy signifies a modernization of the MIKE AND IKE® brand, evolving from traditional product-focused messaging into engaging storytelling. With this shift, MIKE AND IKE® wants to appeal not only to their long-time fans but also to younger candy enthusiasts. The campaign centers around relatable life experiences, capturing everyday dramas, and aligning them with the fun of enjoying MIKE AND IKE® candy.

To spearhead this engaging campaign, MIKE AND IKE® has teamed up with the legendary Kenan Thompson, famed for his tenure on Saturday Night Live. This collaboration serves as Thompson's debut in commercial directing and is poised to deliver a series of four hero spots along with behind-the-scenes content, extending the brand's universe significantly. Kenan Thompson remarked on the essence of the campaign, stating, "What I loved about this campaign is that it takes those everyday moments we've all experienced and looks at them through the perspective of Mike and Ike. They are funny, a little ridiculous, and surprisingly relatable."

For the first time, audiences will see Mike and Ike transformed into engaging on-screen personalities that guide viewers through humorous narratives extracted from life's common occurrences, such as moments of social awkwardness and pressures at work. This fresh portrayal endeavors to make the MIKE AND IKE® candies not just a treat but companions in life's amusing challenges.

The creative work is produced by Artists for Artists (AFA), founded by Kenan Thompson and John Ryan Jr., in collaboration with Promethean Pictures, bringing together comedy, storytelling, and digital media to connect with today’s consumers. This engaging approach reflects a broader trend in advertising where brands are using character-driven narratives to create lasting connections.

Meenakshi Trehan, Chief Growth Officer at MIKE AND IKE®, stated, “With We Got'chew™, we're building a bigger brand world around those product truths. By bringing Mike and Ike to life, we are establishing memorable characters that resonate with fun, humor, and relatability.”

With more content and activities scheduled throughout the year, it’s clear that MIKE AND IKE® is not merely producing candy; they are curating experiences. Traditionally recognized for its vibrant flavors and chewy consistency, MIKE AND IKE® aims to combine these product attributes with storytelling to expand its candy culture footprint. Over its 80-year history, MIKE AND IKE® has earned its spot in American candy lore. The brand has built loyal followings through its mixable flavors and bold fruity tastes, which it now seeks to elevate through character engagement.

For anyone intrigued by the MIKE AND IKE® phenomenon or the new campaign, MIKE AND IKE® encourages fans to join them on various social media platforms like Instagram, TikTok, and Facebook for updates and exciting new content. To explore more about the brand and their initiatives, visit MIKEANDIKE.com.

Just Born Quality Confections, founded over a century ago, continues to create joyful moments and foster community connections through its beloved brands, including MIKE AND IKE®, PEEPS®, and HOT TAMALES®. The company was born from a small candy shop in Brooklyn and has evolved into one of the largest candy producers in the United States, committed to quality and community involvement.