Reintroducing a Classic Candy Brand to Teens. Powerfully!
The quintessential candy brand had lost its luster with the younger audience, and kids needed to be reminded how amazing MIKE AND IKE® was.
What's this? Justin without Britney, Ashton without Demi, and now beloved Mike without Ike? This notion was brought to life and elevated MIKE AND IKE® to pop-culture status!
We helped MIKE AND IKE® revive their 70 year old brand and reach the elusive teen audience by staging an elaborate, omni-channel celebrity-style break up played out on the brand’s packaging, Facebook, Twitter, Tumblr, TV, radio, and out-of-home.
The “Split” TV ads created by Elevator Group/NAIL appeared on MTV, VH1, Comedy Central, Nickelodeon, Fuse, ABC, BET featuring fan reaction to Mike’s choice to pursue a music career and Ike’s departure to pursue his love of art.
Consumers were treated to giant wallscapes in New York, a Times Square Jumbotron featuring Mike’s hit rap song “Strawberry or Die” and Ike’s art collection displayed throughout the NYC Subway system.
The Results
MIKE AND IKE® achieved best ever single year growth over the course of the campaign as fan and follower growth exploded, and media impressions and social influence scores skyrocketed.
The campaign went viral with feature articles in The New York Times and Los
Angeles Times along with feature coverage on CNN (Anderson Cooper), David Letterman’s Top 10 List, and with Jon Stewart of Comedy Central.
Angeles Times along with feature coverage on CNN (Anderson Cooper), David Letterman’s Top 10 List, and with Jon Stewart of Comedy Central.
The Skillset
Media Planning & Buying, Media Strategy, 360 Campaign Activation, Media Promotion, Customer Driven Media, and Event Installation
More Work
