Overview
- MIKE AND IKE unveiled the "We Got'chew" platform, which launched Wednesday, July 15, 2026, with four hero spots plus behind-the-scenes and social-first assets.
- Kenan Thompson directed and produced the campaign in his commercial directorial debut through his production company Artists for Artists.
- The ads present Mike and Ike as a comedy duo who help people "chew through" everyday moments such as being ghosted, losing Wi‑Fi, and workplace overload.
- Just Born developed the platform with ad agency Curiosity and Promethean Pictures to reposition the legacy candy toward younger shoppers who favor humor and relatable, less polished creative.
- The brand plans additional digital activations through the year, a move that could encourage other long-standing candy makers to use character-driven storytelling to engage Millennial and Gen Z consumers.