Kenan Thompson Directs New Mike & Ike Commercials to Engage Young Audiences

New Delhi, India Jul 15, 2026 ALN: Kenan Thompson has a long history with the fruit-flavored candy pellets known as Mike & Ike. “It’s one of those candies I remember grabbing at the movies or on a road trip, so there was already familiarity with it,” he recalls during a recent email exchange. Now he has a chance to bring new audiences to the venerable confection. Just Born, the candy company that first introduced Mike & Ike in 1940, has tapped the “SNL” veteran to direct a new ad campaign that executives hope will transform the familiar sweets into something even more palatable for young snackers.

The Mike & Ike brand has been around for over eight decades, and its appeal has historically been rooted in its of flavors and chewy texture. The candy, which features two distinct shapes representing the two titular characters, has undergone various marketing strategies over the years, but the challenge remains: how to resonate with a young audience that is increasingly discerning and influenced by rapidly changing consumer trends. The latest campaign, directed by Thompson, aims to bridge this gap by infusing humor and relatability into the brand.

Thompson’s involvement is particularly notable as he brings a wealth of experience from his extensive career in comedy and television. He has been a staple on “Saturday Night Live” for years, honing his skills in character development and comedic timing. His directorial debut with the Mike & Ike commercials marks a significant step for both him and the brand. In these new ads, Mike and Ike are portrayed as characters for the first time, which adds a fresh narrative layer to the product. For decades, the names have simply referred to two kinds of fruit-flavored candy beans, one short and one longer, but now they are being given life and personality.

“We treated them like any comedy duo. One character sees the world one way; the other sees it completely differently,” Thompson says. “Once you have that dynamic, you can drop them into almost any situation, and the jokes start finding you.” This approach not only modernizes the brand but also opens the door for storytelling that can engage viewers on a more personal level. By creating a comedic duo, the campaign can explore various scenarios that resonate with everyday experiences, making the candy more relatable to a younger audience.

The owner of Mike & Ike, Just Born Quality Confections, faces a challenge similar to those of other long-time candy manufacturers that include Hershey or Ferrara Candy Co.: how to take products that have been around for years and render them interesting to a generation of young consumers who have very different food-consumption tastes than their elders. This challenge is compounded by the fact that today’s consumers are not just looking for a tasty treat; they are also seeking experiences and narratives that align with their values and lifestyles.

Ferrara has transformed its Nerds, once a box of fruit-flavored pebbles, into a crunchy-and-gummy curiosity that offers a unique “mouth feel” to curious taste buds. Hershey’s, perhaps the nation’s best-known purveyor of chocolate candy, has mixed caramel and “chocolate lava” into its famous Reese’s peanut butter cups. These innovations reflect a broader trend in the food industry where brands are adapting to the evolving preferences of younger consumers who favor novelty and unique flavor combinations.

Millennials and Gen Z consumers want more from their commercials, says Meenakshi Trehan, chief growth officer for Mike & Ike, also via email. These buyers are “constantly navigating culture, content and conversations in real time. They appreciate humor, relatability and brands that don’t feel overly polished or self-important,” she says. This insight into consumer behavior is crucial for brands looking to stay relevant in a competitive market. The new Mike & Ike commercials aim to capture this ethos by using humor and relatable scenarios to engage viewers.

In a series of spots, two candies help people navigate around everyday problems, like being ghosted, losing wi-fi, or getting too many Slack messages at once. The new slogan? “We Got’chew.” This tagline encapsulates the playful spirit of the campaign while also suggesting that Mike & Ike can be a comforting presence during life's little challenges. By focusing on these everyday moments, the campaign seeks to establish a connection with viewers who may find themselves in similar situations.

“We looked at those everyday moments we’ve all experienced, whether it’s an awkward text, forgetting someone’s name, or one of those conversations nobody wants to have, and imagined how Mike and Ike would react,” Thompson says. “Instead of making the candy the joke, we built two characters who could bring humor to situations people immediately recognize.” This shift in focus from the product itself to the characters allows the brand to create a narrative that feels more engaging and less like a traditional .

Thompson helped create four traditional ad spots, as well as behind-the-scenes content and extensions for social media. The integration of social media is particularly significant in today’s advertising landscape, where platforms like Instagram, TikTok, and Twitter serve as powerful tools for reaching younger audiences. By creating content that can be shared and interacted with online, the Mike & Ike brand can extend its reach beyond traditional television advertising and engage with consumers in a more dynamic way.

The actor has, over the course of his career, developed a strong sense of what can work creatively in a short time frame. Thompson has plied his trade in dozens of sketches on Nickelodeon’s “All That” as well as “Saturday Night Live.” “One thing comedy has taught me over the years is that the funniest moments usually come from characters you believe,” says Thompson. “Whether it’s sketch comedy, television or a commercial, it’s always about creating personalities people enjoy watching.” This philosophy underpins the creative direction of the Mike & Ike campaign, where the goal is to make the candy characters appealing and relatable to a modern audience.

Giving more personality to the candied characters can only help make a better connection with consumers, says Trehan. “Mike and Ike have been iconic names, but fans have never actually had the chance to meet them. Now they have personalities, opinions, and a unique way of looking at the world. They’re funny, a little absurd, and always ready to help people chew through life’s little dramas,” she says. “We see them becoming an extension of the brand’s playful spirit and a way to engage with consumers far beyond the candy aisle.” This strategy not only revitalizes the Mike & Ike brand but also positions it as a relatable companion in the lives of consumers.

Just Born has a wider portfolio of longstanding sweets to sell, including Peeps, Hot Tamales, and Goldenberg’s Peanut Chews. If Mike & Ike can make some new connections, perhaps the others can as well. The success of this campaign could pave the way for similar strategies across Just Born’s other products, demonstrating the potential for character-driven storytelling in candy marketing.

As brands continue to adapt to changing consumer preferences, the Mike & Ike campaign serves as a case study in how to effectively engage younger audiences. By leveraging humor, relatability, and character-driven narratives, companies can create memorable marketing experiences that resonate with consumers on multiple levels. The implications of this approach extend beyond just candy; they highlight a broader trend in the advertising industry where authenticity and relatability are becoming increasingly important in capturing the attention and loyalty of modern consumers.