BETHLEHEM, Pa. -- After splitting up a year ago, citing "irreconcilable creative differences," iconic candy duo "Mike and Ike" have reunited, said candy maker Just Born Inc.
The company said the "business partners" will still be involved with music and art, but are now refocused on what they are most passionate about--Mike and Ike candy.
As part of their fictional comeback, Mike and Ike have agreed to let Hollywood make a movie trailer about their return, available online (watch embedded video below).
The Return of Mike and Ike movie trailer will air on national TV beginning in June.
Just Born has also added real fruit juice and amplified fruit flavor for all of the fruit varieties of Mike and Ike candy, and it has debuted a new package design. The return of Mike and Ike also brings a new flavor, Strawberry Reunion, to shelves this spring.
As part of the storyline, last year, Mike, a music lover, produced a song called "Strawberry or Die" which inspired the new Strawberry Reunion flavor and Ike, collected fruit art, which inspired the all new packaging design.
"People of all ages showed their love for Mike and Ike during the split this year," said Donald Houston, senior marketing manager for Just Born Candy. "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."
Retailers will feature new Mike and Ike displays with a sleek black design. The packaging has a message informing consumers that the "feud" is over and Mike and Ike are back.
The new mikeandike.com website launched on March 26. It combines social media feeds such as Twitter and Instagram, with product and promotional information. Here, fans can see what Mike and Ike are up to and learn about what's new and what's next.
"The Mike and Ike Movie Mania Promotion" will run from May to September 2013. It will encourage fans of the candy to enter to win movie tickets, a home theater system and other prizes to support both the movie theater candy the brand is famous for, and the upcoming movie trailer about the return of Mike and Ike.
The Return of Mike and Ike movie trailer appeared on the website in late March. It will appear in in Facebook ads in May and will include spots on national TV beginning in June. Radio ads and billboard advertising will continue to promote The Return of Mike and Ike.
Elevator Group, Scituate, Mass., and Nail Communications, Providence, R.I., created the campaign.
Mike and Ike executives have been working to develop events to help fans celebrate.
Just Born executives will hold a press conference in Chicago during the 2013 Sweets & Snacks Expo in May. Mike and Ike are expected to attend along with their spokespeople. The company said.
Just Born Inc. is a privately owned company founded in 1923 and based in Bethlehem, PA, where it manufactures Peeps, Hot Tamales and Mike and Ike brand candies. It produces Goldenberg's Peanut Chews brand candies are produced in Philadelphia.
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