in april 2012, the company ran an ad campaign based on the premise that mike and ike were "breaking up" due to "creative differences"; the packaging showed one or the other name scratched out. the campaign was intended to capture the interest of younger consumers. in 2013 the company announced mike and ike would reunite. in addition to a re-designed packaging and juicier tasting candy, a trailer for a movie was released, entitled, "the return of mike and ike."