Mike And Ike Candy Duo Splitting Up
Published: April 13, 2012
Mike And Ike Candy Duo Splitting Up, WHEN beloved pairings split, fans may grow distraught, at the prospect of Simon without Garfunkel, Lennon without McCartney, or Martin without Lewis.
Now Mike and Ike, the brand of chewy fruit-flavored candies, is announcing its pair is separating, and hoping the development captures the interest of younger consumers.
Packaging that began appearing in stores recently has logos with either “Ike” or “Mike” scribbled out, as if by a felt-tip marker.
On the back of packages with Mike’s name crossed out, a handwritten message from Ike faults Mike for “spending way too much time on his music.” Packages with Ike’s name crossed out have a message from Mike faulting Ike for “spending way too much time on his graffiti art.”
The packages direct consumers to the brand’s Facebook page, where videos document the split. One video features reactions from celebrities including the N.B.A. player Lamar Odom (“When I heard the news, I was devastated”); Greyson Chance, a 14-year-old pop singer (“I think Mike and Ike are going to be O.K.”); and Eden Sher, a 20-year-old star on the sitcom “The Middle” (“I’m totally Team Ike”).
Billboards will begin appearing in July, with what appears to be a sign painter on a ladder, but is actually part of the billboard itself, painting over either “Mike” or “Ike.”
Unlike the ice cream entrepreneurs Ben Cohen and Jerry Greenfield, Mike and Ike do not exist. Even the candy’s parent company, Just Born, cannot pinpoint the origin of the name for the brand, which was introduced 72 years ago; the company speculates that the name came from a vaudeville act, a song popular in the 1930s or an internal naming contest.
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