They have been around for more than 70 years but Just Born, the inventors of the legendary—Peeps, have split up the title of their popular candy, Mike and Ike. Now, customers are only able to buy boxes of Mike, with Ike crossed out or boxes of Ike, with Mike crossed out. Just Born announced this split via social media sites earlier this month.
Soon, there will be commercials and billboards but first, Just Born wanted to target their prime prospect audience through popular social networking sites. They want to trigger the younger crowd; they need to spice things up after being over 70-years-old. And by doing so, Just Born is giving Mike and Ike each an identity to interest followers/viewers.
Check their Facebook pages and see who you fall for…Mike or Ike? And look for their future television campaign.
I really don't see how this would help them target a younger generation of buyers. Your candy doesn't need to have a personality - it needs to taste good. Mike and Ike is a classic candy. Why change what's not broken?
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