Mike and Ike's 'Breakup' Lifted Sales and Social

Launches integrated campaign after a year of fake-split narrative

For the last year, boxes of Mike and Ike have appeared in stores with either "Mike" or "Ike" scribbled over, as the 72-year-old candy item hoped to create social media buzz and foster resonance among teens. The packaging reflected a narrative the brand put out in the blogosphere that involved Mike and Ike being fictional business partners who had gone their separate ways for creative reasons.

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