MIKE AND IKE®
Young people have been branded as the “anxious generation.” But who can blame them? Whether it's doom-scrolling, the 24-hour news cycle, or planning for an unpredictable future, it’s no wonder they're on edge. But where some turn a blind eye, we chews to see things differently with a new campaign for MIKE AND IKE® filled with fruity fun.
Show how MIKE AND IKE® can be the fruity treat to help a new generation chew through life's lil' dramas.
Young adults report higher stress levels on average than any other age group. So we turned to psychology for a solution. And in our research, we discovered that the simple, physical act of chewing can actually reduce stress. Making chewing the new chilling. A coping mechanism that can be harnessed to bring the fun you crave to the moment you're in. Enter MIKE AND IKE®: the only candy with the chew you need to vibe through life's lil' dramas.
In the crowded shelves of candyland, success meant breaking through. Our research revealed that brands with characters were 73% more likely to hold consumer attention and report large profit gains than those without them. So we needed personality. We needed charisma. We needed characters. So what better brand to feature characters than one that has them in the name: MIKE AND IKE®? A true throwback ready for their comeback.
Partnering with Artist for Artist production company, we created the We Got'chew™ campaign that anthropomorphized our candy into hilarious, lovable, and off-the-wall fruity characters. Oh, yeah. It was also the directorial debut of the great comedy icon and SNL veteran, Kenan Thompson. No big deal. Kenan brought his decades of comedy experience, elevating the campaign tone of voice to new humorous heights.
Whether it's a checkout line, a dead phone, or everyone standing up the second a plane lands, We Got'chew™ comes to life on social by showing up in life’s “micro-stressors”. Creating content with these moments in mind helps boost relatability and gives every post a job beyond just chasing engagement. Additionally, our mascots will become heroes and grow alongside the campaign, becoming in-house creators activating on trends, skits, and other debauchery – giving us endless opportunities to show up through surprise and delight, community engagement, and other clutch moments in culture.
Over the course of FY27, We Got'Chew™ will generate more than 1 billion impressions wherever life's little dramas play out – from social feeds and streaming platforms to gaming, retail, and the real world. Every impression is another chance to transform everyday stress into brand love. To maximize reach, we're expanding beyond traditional social with CTV and OLV, while tapping into streaming audio platforms like Spotify and SoundCloud, where nearly 90% of our target audience is already tuned in. Our rollout also extended from the screen to the big stage with one-of-a-kind experiential activations at Austin City Limits and as a soft 'n' chewy NPC in partnership with their sponsored e-sports team, Dignitas.
