For the last year, boxes of Mike and Ike have appeared in stores with either “Mike” or “Ike” scribbled over. The 72-year-old candy item hoped to create social media buzz and foster resonance among teens, so the packaging reflected a narrative the brand put out in the blogosphere that involved Mike and Ike being fictional business partners who had gone their separate ways for creative reasons.
A new integrated campaign has recently launched and the two characters have decided to work together again after almost tripling their Facebook fans to just under one million.
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Note: despite some reports the male characters’ storyline wasn’t meant to suggest a romantic relationship. Ike explored hip-hop, and Mike dove into his art projects, as the narrative goes. Check out their Tumblr to find out more.
