May 1, 2006 12:00 AM, By Patricia Odell
Sweet Spot
- CAMPAIGN: Be a VJ
- AGENCY: Think 360, Inc.
- CLIENT: Mike and Ike Candy
- PARTNER: Fuse TV
Mike and Ike, those fruit-flavored chewy candies, needed a major facelift. The brand had a loyal core of munchers, but limited marketing. A relatively small brand, it needed visibility to take on share leaders like Starburst and Skittles.
Change began with a $1 million-plus budget and creative planning by agency Think 360, Inc.
The agency proposed new packaging, sampling, events, contests and online initiatives, all geared to 12- to 17-year-olds and wrapped it all around a tie in with Fuse, a 24-hour music television network.
“This felt right in terms of continuing to push our brands into the minds of consumers,” says Donald Houston, brand manger for Mike and Ike, Hot Tamales and Zours.
Mike and Ike teamed with Fuse to create a branded TV show called The Mike and Ike Hip-Hip Shop. It premiered on June 25 at 10:30 pm and ran for 13 episodes through September. During the show, the Mike and Ike logo popped up frequently in the lower right corner of the screen. During music videos, the colorful candies bopped to the beat across the bottom of the screen. Book-ending the show were 60-second spots that alternately branded and touted a sweepstakes for a chance to win a role as VJ-for-a-day on Fuse.
“This was a centerpiece of a full relaunch for the brand,” says Karen Koslow, owner and managing partner, Think 360, Tarrytown, NY. “There were a lot of components that were working synergistically and they all clicked.”
Three million packages of candy incorporated Fuse imagery, while under-the-wrapper codes drove players online for chances to win a trip to New York City for the VJ appearance on Fuse’s hit show Daily Download, as well as a mini-makeover.
A big focus was put on driving interaction at both Fuse.tv and MikeandIke.com with a special microsite at Fuse.tv where viewers could get codes for game play. Hits at Mikeandike.com were up 25%, with more than 70% of visitors entering the promotion.
Other prizes included free downloads for all entrants, MP3 players, Fuse T-shirts and plenty of Mike and Ike candy. All Daily Download audience members received candy takeaways live on air. Smaller boxes of Mike and Ike candies were relaunched in pouches.
Promotional radio also supported the campaign; teens invited music fans to call in to repeat the Mike and Ike Fusion Flavor of the Day and get their own entry into the sweeps. Local stations promoted events held at local skateboarding parks and water parks.
The effort proved successful, with factory dollar sales increasing 120% versus the same period one year ago and dollar sales soared 20%. The overall category jumped 1%.
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