Mike and Ike
Mike and Ike was a candy brand that had fallen off the cultural radar. And sales reflected that.
Our idea was to pretend Mike and Ike actually existed. Pretend they were huge celebrities. And then pretend that they broke up. Essentially a huge prank.
Google trends showed a 20 fold spike in conversation about the brand. Sales grew at three times the rate of the category—breaking a decade old sales record.