Mike & Ike, a flagship candy brand from Just Born LLC, faced increasing competition in a crowded confectionery market where differentiation had become more difficult.
To break through industry noise and re-engage consumers, Bender Group PR developed a bold narrative-driven campaign designed to spark curiosity, conversation, and national media attention.
Watch the Campaign in Action
Client Overview
Mike & Ike is a long-established confectionery brand known for its fruit-flavored candies and broad consumer recognition. As part of Just Born LLC’s portfolio, the brand has maintained a strong presence in the category for decades.
However, in a market dominated by legacy competitors and constant promotional cycles, maintaining relevance required a new approach that would capture attention beyond traditional advertising.
The Challenge
Despite strong brand recognition, Mike & Ike faced increasing difficulty standing out in a saturated category.
The campaign needed to:
- Differentiate the brand within a crowded candy market
- Re-engage consumers in a meaningful way
- Generate national attention without relying on traditional advertising
- Create a narrative that would resonate across both media and consumers
Without a distinct and compelling story, the brand risked blending into category noise.
Strategic Approach
Bender Group PR developed a campaign centered on narrative disruption and media intrigue.
The strategy focused on:
- Creating a fictional “split” between Mike and Ike as distinct personalities
- Using storytelling to humanize the brand and create emotional engagement
- Designing a campaign that would generate curiosity, humor, and speculation
- Leveraging earned media to amplify the narrative nationally
This strategy highlights how a modern PR campaign is structured, where storytelling, media timing, and audience psychology combine to reposition a brand.
Campaign Execution
To bring the concept to life, Bender executed a coordinated campaign that blended storytelling, packaging, and media outreach.
Launch of “The Split” Narrative
The campaign introduced the idea that Mike and Ike had gone their separate ways — a fictional storyline that reframed the brand as two distinct personalities.
This unexpected narrative created immediate intrigue and encouraged speculation among both media and consumers.
Packaging & Brand Integration
The storyline extended beyond messaging into product packaging, reinforcing the “split” concept at the consumer level.
This ensured that the campaign was not only a media moment, but a fully integrated brand experience.
Packaging & Brand Integration
The storyline extended beyond messaging into product packaging, reinforcing the “split” concept at the consumer level.
This ensured that the campaign was not only a media moment, but a fully integrated brand experience.
Media Strategy & National Outreach
Bender Group PR developed a media strategy designed to amplify the campaign’s narrative and sustain national attention.
The approach included:
- Launching with a high-authority media placement to establish credibility
- Expanding coverage across national broadcast and entertainment outlets
- Leveraging humor and controversy to increase shareability
- Maintaining momentum through continued media engagement
Narrative-Driven Media Positioning
The campaign’s strength came from its ability to function as a story — not just a product announcement.
This allowed media outlets to:
- Cover the campaign as entertainment
- Engage audiences through curiosity and humor
- Extend the narrative beyond traditional product coverage
Multi-Channel Media Amplification
Following its initial launch, the campaign expanded into major national broadcast appearances, including:
- Anderson Cooper 360
- The Daily Show with Jon Stewart
- CBS’s The Early Show
This cross-channel visibility reinforced the campaign’s reach and cultural relevance.
The campaign launched with coverage in The New York Times and expanded into national television — demonstrating how narrative-driven PR can capture attention across multiple media formats.
Featured Media Coverage
The campaign achieved widespread national coverage across print, broadcast, and entertainment media.
This visibility positioned Mike & Ike not just as a product, but as a brand capable of generating cultural conversation and sustained attention.
Campaign Highlights
- Creation of a fictional brand narrative (“The Split”)
- Integration of storytelling into product packaging
- Launch with high-authority media placement (The New York Times)
- National broadcast expansion across major television platforms
- Sustained earned media momentum driven by curiosity and intrigue
Results and Impact
“The Split” campaign successfully repositioned Mike & Ike within a crowded market by transforming the brand into a story that audiences and media wanted to engage with.
Key outcomes included:
- Extensive national media coverage across print and broadcast outlets
- Increased consumer engagement driven by narrative curiosity
- Renewed brand relevance within a competitive category
- Sustained media momentum beyond the initial campaign launch
Beyond visibility, the campaign illustrates how PR impact is measured over time — particularly in how storytelling can influence brand perception and long-term engagement.
Related Public Relations Services
This campaign brought together narrative development, brand positioning, and earned media outreach to reposition a legacy consumer brand.
It demonstrates how brands can build an optimal PR strategy that uses storytelling to drive differentiation, media attention, and sustained relevance.
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See how other brands have used strategic public relations to reshape perception and drive measurable results.
Take Control of Your Message
Standing out in a crowded market requires more than visibility — it requires a story people want to follow.
Bender Group PR helps brands develop strategic campaigns that combine storytelling, media placement, and audience engagement to drive lasting impact.
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