In an effort to grow their market in Canada, Mike And Ike have kicked off their first-ever marketing campaign in the country which will help to promote their brands such as Peeps, Hot Tamales and Teenee Beanee. The new campaign, “Sample This!” will launch in September and will be leverage out-door media, online and some radio.
“Canada represents a very important market for us,” said Donald Houston, Senior Brand Manager for MIKE AND IKE® Brand candies. “We wanted an impactful, high frequency campaign that would strengthen the connection MIKE AND IKE® has with our key teen and young adult audiences.”
The campaign is also intended to drive consumers to the new Mike and Ike website www.mikeandike.ca specific for Canadians. Visitors can also participate to win one of over 1,000 music-themed prizes, such as Skullcandy headphones, Rock Band2, MP3 players, hoodies and ring tones. The integrated program also includes in-store displays at major retailers as well as sampling at over 30 key events throughout the summer including Edgefest, Canada Day at Wasaga Beach and the Much Music Video Awards.
- Qualitative Research: Get Insight
- Account Management: Get Insight
- Media Buying (Out-of-home & radio): Mediaworx
- In-Store Promotions: Bluesky Strategies
- Online Contest & Website: Amplitude Marketing Group and Pipeline Interactive
- On-Street Sampling: Boom! Marketing