• by Sarah Mahoney , Yesterday

Move over, Red and Yellow M&Ms. For the first time, the world is meeting Mike and Ike not just as another fruity candy, but as full-fledged personalities. And to make sure the characters get all the face time they deserve, Just Born Quality Confections decided to put “Saturday Night Live” legend Kenan Thompson behind the candy’s new “We Got’chew” campaign.

It’s no accident that the brand, more than 80 years old, is only now getting its first national marketing campaign. Thanks to the surging popularity of chewy, fruity, freeze-dried and gummy candies -- from Swedish Fish to Gummi Bears to Nerds Gummy Clusters -- younger consumers are increasingly open to new flavor experiences.

Millennial, Gen Z and Gen Alpha candy lovers have helped push gummy candies from just one-third of sales in 2015 to 41% of the $55 billion U.S. confectionery market in 2025, according to the National Confectioners Association. Boomers prefer traditional milk and dark chocolate, while Gen Z and millennials over-index for fruity and chewy candies, just like Mike and Ike. And one third of all consumers, especially younger ones, are “very interested” in exact re-releases of nostalgic or retro candy.

Just Born, which also owns Peeps and Hot Tamales, says in its announcement that the new work marks a “major evolution” for the brand, which casts the candy beans into personalities that aren’t quite sure how they feel about being eaten, introducing them to a new generation with a few laughs and a little drama.

Thompson, the longest-tenured cast member in “Saturday Night Live” history, directed the campaign, a first for him. It includes four spots that watch Mike and Ike "chew through" life's relatable everyday moments, like workplace stress and social awkwardness. The effort also includes behind-the-scenes content and social extensions. That could prove critical, since TikTok is younger consumers’ favorite place to discover “new” candies.

The campaign was created in partnership with Curiosity, Mike and Ike’s ad agency.

"For decades, consumers have known Mike and Ike for bold fruity flavor and chewy fun," said Meenakshi Trehan, chief growth officer, in the press release.  "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."