MIKE AND IKE® We Got’Chew

Young people have been branded as the “anxious generation.” But who can blame them? Whether it's doom-scrolling, the 24-hour news cycle, or planning for an unpredictable future, it’s no wonder they're on edge. We turned to psychology for a solution. And in our research, discovered that the simple act of chewing can actually reduce stress. Making chewing the new chilling. A coping mechanism that can be harnessed to bring some levity to the moment you're in. Enter MIKE AND IKE®: the only candy with the chew you need to vibe through life's lil' dramas.

We enlisted the help of Kenan Thompson (making this project his directorial debut) and his company Artists for Artists to bring the work to life. We knew he’d be just the guy to get the cast and humor we wanted.

This launch was built for social, knowing that’s where our audience lives and doom scrolls. So we went into production capturing a handful of short-form content and loads of future cultural moments to have in the can with our hero mascots. Below are some of my favorites with way more to come…

Director & Production Partner: Kenan Thompson, Artists for Artists

Press: Variety // Ad Age // Muse