Mike and Ike Campaign

 The Mike and Ike campaign launched earlier this year. I admit I was a little surprise to see this huge roll out for a box of candy that costs 25 cents. I mean, campaign or nor campaign I would still buy Mike and Ikes. This campaign by the Elevator Group was none the less creative and out of the box. It targeted young people, older teenagers to young adults to be more precise. In addition to commercials, print ads, social media, and Youtube "interviews" they also sponsored quiet a bit of shows that have a large youth demographic. This agency personified the candy and pitched them as a couple that had broken up over creative differences and covered it TMZ/Summer blockbuster style.

I think the reference to celebrity life worship was smart. I'm just not sure how effective it was. Then again, maybe an increase in sells wasn't the objective, but just to have Mike and Ikes in the mouths of the public again (horrible pun intended).

Initially, I thought that the campaign posed Mike and Ike as a friendship or partnership that had broken up (like, IDK, Jay and Silent Bob kind of thing?) but then I started to read articles that said that Mike and Ike are supposed to be a gay couple. If that is true, an interesting ploy to capitalize of a current hot button issue.

Mike & Ike Tumblr