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As part of their comeback, Hollywood made a movie trailer, “The Return of Mike and Ike Movie Trailer,” which is currently available online and will air on national television beginning in June.
Additionally, the Mike and Ike brand is introducing a colorful and contemporary new package design and the addition of real fruit juice and amplified fruit flavor for all of the fruit varieties of Mike and Ike candy. The return of Mike and Ike also brings a new flavor, Strawberry Reunion, to shelves this spring.
“People of all ages showed their love for Mike and Ike during the split this year,” said Donald Houston, senior marketing manager at Bethlehem, Pa.-based Just Born. “It is due to the fans that they are back in business. Sales and excitement for Mike and Ike candy have never been higher. Now with a new movie trailer, Mike and Ike will really solidify their status as candy legends.”
Just Born also launched a series of consumer engagement promotions, including a new Mike and Ike website that combines social media feeds, such as Twitter and Instagram, and features product and promotional information.
Additionally, “The Mike and Ike Movie Mania Promotion,” running through September, encourages fans to enter to win movie tickets, a home theater system and other prizes. There will also be a series of television, radio, outdoor and online advertising spots promoting the Mike and Ike trailer.