After more than 80 years of leaning on bold fruity flavor and chewy fun, MIKE AND IKE® is doing something it has never done before: giving its candy a personality—two of them, in fact. On July 15, 2026, the Just Born Quality Confections brand unveiled "We Got'chew™," a long-term brand platform that transforms its iconic candy beans into on-screen character personalities for the first time in the brand's history.
For food and beverage marketers watching how legacy CPG brands stay relevant, this one is worth a close look. The launch also marks the commercial directorial debut of six-time Emmy-nominated actor and comedian Kenan Thompson—the longest-tenured cast member in Saturday Night Live history.
From Product Messaging to Brand World
"We Got'chew™" positions MIKE AND IKE® as the candy companion for life's everyday little dramas. Rather than centering the message on the product alone, the platform uses humor-driven storytelling and relatable scenarios to build an entertainment universe around the brand.
Across four hero spots, social-first content and digital extensions, Mike and Ike help consumers "chew through" familiar moments—being left on read, workplace stress and social awkwardness among them. Additional content and activations will roll out throughout the year.
"For decades, consumers have known MIKE AND IKE® for bold fruity flavor and chewy fun," said Meenakshi Trehan, Chief Growth Officer for MIKE AND IKE®. "With We Got'chew™, we're building a bigger brand world around those product truths. By bringing Mike and Ike to life, we're creating memorable characters that can connect with consumers through humor, personality and the everyday moments we all experience."
Kenan Thompson Steps Behind the Camera
To launch the platform, MIKE AND IKE® partnered with Thompson to direct creative featuring the brand's new characters. The work spans four hero spots, behind-the-scenes content and social extensions designed to expand the world of Mike and Ike well beyond launch day.
"The best comedy comes from situations people instantly recognize," said Thompson. "What I loved about this campaign is that it takes those everyday moments we've all experienced and looks at them through the perspective of Mike and Ike. They're funny, a little ridiculous and surprisingly relatable, which made them a lot of fun to bring to life."
The campaign was produced by Thompson and John Ryan Jr.'s production company, Artists for Artists (AFA), in association with Promethean Pictures, founded by Keith Black, and created in partnership with the brand's advertising agency, Curiosity. It blends comedy, branded entertainment and digital-first storytelling.
Why It Matters
For confection makers, foodservice buyers and retail merchandisers, MIKE AND IKE®'s pivot is a case study in how heritage brands are fighting for shelf space and attention against a flood of newer, better-for-you and novelty candy. The takeaway isn't the candy itself—it's the strategy.
- Emotional connection beats product specs. A brand with more than 80 years of equity is choosing character-driven storytelling over flavor bullet points to reach a new generation. Operators building their own brand messaging can borrow that lens: recognizable, relatable moments travel further than feature lists.
- Character IP creates merchandising runway. Turning product into personalities opens the door to co-branding, limited editions, in-store displays and licensing—useful signals for procurement directors and grocery buyers anticipating what promotions and POS support may follow.
- Celebrity-as-creator is the new endorsement. Rather than a simple spokesperson deal, MIKE AND IKE® tapped Thompson to direct, betting on authentic comedic voice. It's the same playbook we're seeing across food and beverage brand partnerships that trade one-off ads for ongoing platforms.
For buyers and operators, watch for the retail activations and social extensions rolling out through the year—they often signal upcoming trade support, seasonal tie-ins and impulse-purchase merchandising opportunities worth planning around.
The Bigger Picture
MIKE AND IKE® is a Just Born Quality Confections brand—a third-generation, family-owned candy maker also behind PEEPS®, HOT TAMALES® and GOLDENBERG'S® PEANUT CHEWS®. The company traces its roots to a small 1923 Brooklyn candy shop opened by founder Sam Born, who advertised his daily-made candy with a sign reading "Just Born," before moving operations to Bethlehem, Pa., in 1932.
That century-plus of brand-building is exactly why the shift to character storytelling stands out. When a brand this established rethinks how it talks to consumers, it's a useful bellwether for where broader food and beverage marketing is heading.
Want more on how brands and operators are reengineering their marketing and product playbooks? See our coverage of Gordon Ramsay's partnership with Doritos Loaded and the OREO x BTS collaboration. Learn more about the campaign at MIKEANDIKE.com.
How is your team using storytelling and character-driven marketing to stand out? Weigh in and share your take in the comments.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
