By Joey Pribyl-Shay 

It’s a tragedy when a famous couple splits.  It always creates a buzz in our society.  We all want to know what caused the split, know who cheated on who, which one will win the divorce settlement, etc.  Whether its two mega-stars like Brad Pitt and Jennifer Anniston or just some reality TV egotists like Kim Kardashian and (insert professional athlete), it gets the people talking.  A couple of days ago a very unusual separation was announced that no one could have seen coming: Mike and Ike.

The fruit-flavored gummy candy declared that Mike and Ike were parting ways to pursue different goals.  Immediately I wondered who are Mike and Ike?  I always assumed that was just the name of the candy.  They never had any spokesmen or cartoon caricatures like M&M’s.  They weren’t named after their creators like Ben and Jerry.  Many people on their Facebook page shared these sentiments, and were even harsher critics. Most were confused about the identities of Mike and Ike, why would they split, what was the point of it? A majority of the comments were complaining about this dumb ploy to have these two fictional characters break up.

This hardly sounds like good advertising: it’s upsetting fans and creating negative feedback.  It is doing something correctly: creating publicity.  It was trending on Yahoo’s homepage, newspaper articles were written on it, and their Facebook page has never been so popular.  Mike and Ike’s don’t have the profits that Reese’s and other large candy companies have.  Yet they have generated interest out of a harmless break-up.  Now fans will have to wait for Mike and Ike to solve their differences in order to continue enjoying their fruit-flavored candy.

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Written by Ad Buzz

The American Advertising Federation Illinois Chapter brings to you Ad Buzz, a blog dedicated to all things advertising related, from our favorite campaigns to trends going on in the industry.

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