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Issue Date: Vol. 53, No. 4, April 2013, Posted On: 4/3/2013

Mike And Ike Reunite, Inspiring New Packaging And Flavor Varieties

Emily Jed
TAGS: vending candy, confection, Mike and Ike campaign, Mike and Ike reunite, split, Mike and Ike Strawberry Reunion, The Return of Mike and Ike Movie Trailer, Just Born, The Mike and Ike Movie Mania Promotion

Mike and Ike, Just Born BETHLEHEM, PA -- Just Born Inc.'s legendary Mike and Ike have reunited, a year after their high-profile "split" at the center of a media campaign. A new package design is spreading the message to consumers that the feud between the fictitious candy icons is over.

Also new are the addition of real fruit juice and amplified fruit flavor for all of the fruit varieties of Mike and Ike. The pair's return also brings a new flavor, Strawberry Reunion, to shelves this spring.

As part of the reunion celebration, "The Return of Mike and Ike Movie Trailer" is currently available online and will air on national television beginning in June.

Mike and Ike, Just Born

"People of all ages showed their love for Mike and Ike during the 'split' this year," said Donald Houston, senior marketing manager of Just Born. "It is due to the fans that they are back in business. Sales and excitement for Mike and Ike candy have never been higher. Now with a new movie trailer, Mike and Ike will really solidify their status as candy legends."

Just Born also launched a series of consumer engagement promotions, including a new Mike and Ike website that combines social media feeds, such as Twitter and Instagram, and features product and promotional information.

Additionally, "The Mike and Ike Movie Mania Promotion," running through September, encourages fans to enter to win movie tickets, a home theater system and other prizes. The multimedia campaign will also feature a series of television, radio, outdoor and online advertising spots promoting the Mike and Ike trailer.

Just Born said its Mike and Ike "split" campaign was a major contributor to the highest sales numbers in the 73-year history of the brand. Last year's 7.2% sales spike reportedly represented the highest year-over-year growth rates in the past 10 years.

The campaign also nearly tripled the brand's Web traffic to almost 1 million fans, according to Just Born. The company expects there will be significant social media channels activity around the Mike and Ike reunion.

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