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10/05/2005

 
MIKE AND IKE(R) Brand Sends Lucky Winners to New York City

BETHLEHEM, Pa., Oct. 5 /PRNewswire/ -- As part of its summer radio program, MIKE AND IKE(R) chewy fruit-flavored candies awarded six lucky winners a trip to New York City with an exclusive tour of fuse TV's studio and the opportunity to be part of the live audience for one of fuse's hottest shows, "Daily Download."

(Photo: http://www.newscom.com/cgi-bin/prnh/20050630/PHTH017-b )

MIKE AND IKE(R) ran radio spots and on-air promotional programs in 20 markets nationwide hitting 35% of their core teen target audience. Various on-air promotions and live event contests were executed by the local DJs including "Play Tangy Twister with MIKE AND IKE(R) Candies" where participants vied to be the ultimate winner of the Twister(R) game. At other live events, teens were asked to show how they FlavUp(TM) with their unique moves at skate parks. DJs chose the winners and presented them with a MIKE AND IKE(R) branded skateboard.

Within six of these markets, Los Angeles, New York, Miami, Boston, Philadelphia and Chicago, DJs asked their listeners to repeat the MIKE AND IKE(R) flavor combination of the day. Those that repeated the correct combination won a daily prize of MIKE AND IKE(R) candy or other branded giveaways. The daily winners were then entered into the grand-prize drawing to win a trip for two to fuse's state-of-the-art, street-front studio in New York City on Sept. 30th or Oct. 7th.

Some of the winners include: Judy Paz of Los Angeles, CA; Jeanette Redding, Port Jefferson Station, NY; Kelly Castro, Miami, FL; Antonieta Martins, Brockton, MA; Kalik Booker, Philadelphia, PA. Check out http://www.mikeandike.com/ to see these winners.

MIKE AND IKE(R) Original Fruit Flavored Candies and MIKE AND IKE(R) Tangy Twister(TM) Candies were sampled during the summer-long program. Over a million samples were distributed to consumers at over 300 events.

In addition to the radio program, MIKE AND IKE(R) launched a summer-long ad campaign on fuse spotlighting its on pack promotion and the MIKE AND IKE(R) Hip Hop Spot Show. The MIKE AND IKE(R) Hip Hop Spot ran for 13 weeks ending September 24th. The integrated campaign delivered the brands positioning to FlavUp(TM) with MIKE AND IKE(R). Fuse is the fourth most highly recognized teen TV brand in the US, with the single highest concentration of teen audience on cable or broadcast TV.

MIKE AND IKE(R) Brand has shown continuous double-digit growth since the brand re-launched in 2004 with new packaging graphics, pumped-up flavor and its integrated FlavUp(TM) campaign targeting teens. Earlier this year, MIKE AND IKE(R) Tangy Twister(TM) was introduced as a line extension to continue the excitement on the brand.

Doreen Perini, Group Product Manager, commented, "We continue to reinforce our 'FlavUp(TM)' positioning with our core teen audience through our marketing activities. The radio program is just one tactic that has been a perfect fit for the MIKE AND IKE(R) brand and its audience and the numbers show it's working."

Along with the promotional 2.12-oz. bag, MIKE AND IKE(R) brand candies are available in 1.1-oz., 3-oz., 8-oz., 16-oz., and 5 lb. packs. FlavUp(TM) at http://www.mikeandike.com/.

The Company that makes them so fruity ...

Just Born, Inc. is a privately owned company founded in 1923. Just Born also manufactures MARSHMALLOW PEEPS(R) brand candies, HOT TAMALES(R) chewy cinnamon-flavored candies, PEANUT CHEWS(R) candies, and TEENEE BEANEE(R) jelly beans. The company employs over 600 associates and markets its candy in over 50 countries.
Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20050630/PHTH017-b
AP Archive: http://photoarchive.ap.org/
PRN Photo Desk, photodesk@prnewswire.com

Source: Just Born, Inc.

CONTACT: Milena DeLuca, Just Born, +1-609-448-3636

Web site: http://www.justborn.com/
http://www.mikeandike.com/




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