Still, Matthew Pye, vice president for brand development and corporate services at Just Born (Mike & Ike’s parent company) says, “We think in the next couple of years we can easily double this business.”
They hope the way to do that is by introducing Mike and Ike to the public, “by saying they are parting ways.” To further the narrative, celebrities and others will appear in commercials and online videos with messages wishing the couple well, or claiming their allegiance to one half of the duo. (Think Team Simpson vs. Team Lachey!)
Neither Mike or Ike will actually appear in the ads and according to the NYT, “The voices of the characters will be presented only in writing, which along with the messages on the back of packages includes posts on Facebook and on a Tumblr blog.”
Mark Richardson, the president of Elevator Group—the ad company behind the campaign, notes that teenagers “like to follow developments of friendships and romances on Facebook. What social media allows us to do, and which traditional media now reinforces, is to build and enhance the story over time and allow consumers to really get to know Mike and Ike.”
The campaign is intended to last for a year, at which point we’ll find out whether Mike and Ike are reconciling.
In the meantime, look for new Mike & Ike packaging with Mike or Ike’s name scribbled out and messages about the split.
This is basically our new Queer As Folk. Stay tuned.