People loved Mike and Ike, but didn't know who they were. We reinvented the 40 year old brand by reintroducing the duo as maverick renegades. The fictitious pair quit over candy creativity to pursue other artistic ambitions. The ensuing feud was fueled by celebrities and consumers in advertising, social media, PR and candy aisles across the country. The award-winning campaign turned the Sweets and Snacks category upside down, birthed copy cat ads, boosted big box sales, added over a million organic social fans and tripled the brand's growth rate. The next year, the reunion spiked sales again. Next? Who knows?

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https://newsfeed.time.com/2012/04/13/mike-and-ike-break-up-in-new-candy-ad-campaign/#:~:text=Mike%20and%20Ike%2C%20the%20candy,the%20New%20York%20Times%20reports.