Cheeky Chewy Candy Campaigns

MIKE AND IKE Debuts the We Got'chew Brand Platform

MIKE AND IKE, the iconic fruity chewy candy brand from Just Born Quality Confections, has launched 'We Got'chew' — a new long-term brand platform and national marketing campaign that introduces its candy pieces as on-screen character personalities for the first time in its 80-year history. The campaign, which marks the commercial directorial debut of six-time Emmy-nominated comedian and Saturday Night Live veteran Kenan Thompson, features four hero spots and social content that depict Mike and Ike as humorous, relatable companions who help consumers navigate life's everyday little dramas — from being left on read to workplace stress and social awkwardness.

MIKE AND IKE's 'We Got'chew' initiative represents a strategic shift from product-focused messaging to humor-driven storytelling. The campaign was produced by Thompson's production company, Artists for Artists, in partnership with Promethean Pictures.

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