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These Brands Define Advertainment

Stashed in: Brands!, Marketing!, Advertising, Mashable!, Starbucks, Candy!

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Fictional duo Mike and Ike — the personas behind the popular chewy fruit-flavored candies — split up in 2012 in a quirky marketing ploy to attract a new, younger generation of consumers. Mike wanted to pursue music and Ike desired to try his hand at graffiti art. The "breakup" ad campaign extended to the design of the Mike and Ike candy boxes, with one of the names crossed out on every box.

"The breakup was really done in tabloid Hollywood-style," Donald Houston, senior marketing manager at Mike and Ike, told Mashable. "Teens and young adults definitely don't want to be advertised to; they say 'Tell me something interesting, tell me something funny, captivate me,' so we told them a compelling story."

But just in time for summer 2013, Mike and Ike have reunited. Candy manufacturer Just Born marked the occasion with a "movie trailer" (watch below) to detail the reunion.

All this work just to market candy?!

All this work to build brand loyalty.  There's a war on!

Wouldn't it be easier to take a beloved brand and add a candy extension?

Yes, like Starbucks Candy.  And it certainly worked in reverse, when Godiva Chocolate extended into coffee.  That does seem easier than trying to re-market to a new audience. 

One puzzler for me is the Cinnamon Toast Squares commercial that targets women:

That commercial IS perplexing.

And now you make me wonder why there is no Starbucks candy.

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