It’s the end of an era!
Just like most high profile marriages these days, Mike and Ike, one of America’s most popular candy couples, have just announced that they’ll be filing divorce papers and going their separate ways. The news is part of a marketing campaign, put forth by ad agency the Elevator Group, to spark media attention and give the brand a much-needed facelift.
The brand, owned by JustBorn, is playing up the storyline by scratching out either “Mike” or “Ike” on each new candy box, leaving one name solo on the label.
Furthermore, the company characters have each taken to popular social media outlets like Twitter, Facebook and Tumblr to tell their sides of the split and, like most high profile marriages these days, it doesn’t look like the relationship is going to end amicably.
Ike started by posting a message on Tumblr this week. Here’s a portion of his take on the split (click the Tumblr link for the full messages of each):
“I know it’s hard to believe, but yes – Mike and I split. It is what it is. We just couldn’t agree on stuff anymore. Some call it creative differences? Whatever. The guy is awesome, if you don’t count that he’s color blind. Lime is green dude! Cherry is red, not purple. Get it? Go write some songs since that seems to be where your focus is right now.”
Mike wasn’t going to let Ike get the first and last word. He shared his side of the story with this message:
“Heard about Ike and me splitting up? Yeah, it’s true. We just don’t agree on the candy. My red, his red, my lime, his lime, my box ideas, his box ideas. So over it. Instead of all this hassle, now I’m just gonna jam. Been laying down heat with my friend Blaze. Planning to hit all the music capitals in the next few months. No sitting at home solo playing Words With Friends (that’s something Ike would do).”
It’s only a matter of time before “Team Mike” and “Team Ike” t-shirts hit the shelves.
Do you think Mike and Ike’s divorce is a good marketing ploy to draw attention to the brand and increase sales?