Mike and Ike Have Split Up: Will the Breakup Marketing Campaign Increase Sales?
Business 2012/04/15 22:25:16
The rumors are true . . . Mike and Ike have split up. (Wait—who are Mike and Ike again?) Yes, that’s right we’re talking about the names behind the fruit-flavored chewy candies. We had no idea that Mike and Ike were characters with distinct personalities and interests, but ok, we’re willing to play along.
In an effort to appeal to teens, Just Go, the company behind Mike and Ike, has devised a marketing campaign in which Mike and Ike go their separate ways. And of course the breakup is playing out on Facebook, Twitter, and Tumblr. It’s unclear whether Mike and Ike were formally friends, business partners, or a romantic couple—but many are referring to their split as a gay divorce. (This is despite the fact same-sex marriage is not legal in the company’s home state of Pennsylvania.)
The duo officially split on April 2, citing “creative differences,” but if you happened to be a fan of the company’s Facebook page before that date, you would have known that tensions had been building between Mike and Ike for quite some time. Even the candy’s packaging now reflects the couple’s new relationship status, with one of the names scribbled out on each of the boxes. Packages with Mike’s name crossed out feature a handwritten message from Ike accusing Mike of “spending way too much time on his music.” Boxes with scribbles over Ike’s name include a note from Mike accusing Ike of “spending way too much time on his graffiti art.”
Apparently, “the company is trying to get them back together” so we may see a Mike and Ike reunion in the future. (Sounds a lot like the Barbie and Ken breakup/reunion campaign to us.) So far, the Mike and Ike split has generated a lot of buzz in the media and the company has gained over 200,000 new Facebook fans. But will that translate into increased sales? What do you think SodaHeads?
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