After separating a year ago due to "irreconcilable differences" – spawning a tongue-in-cheek ad campaign that netted millions for Bethlehem manufacturer Just Born, Inc. – legendary candy duo Mike and Ike have reunited.
"The company says the business partners will still be involved with music and art, but are now refocused on what they are most passionate about – Mike and Ike candy," a statement from Just Born reads.
It says Ike spent last year's "hiatus" collecting fruit art, while Mike produced a song called "Strawberry or Die."
The former inspired a new Mike and Ike package design informing customers "the feud is over," while the latter led to the development of new Mike and Ike flavor "Strawberry Reunion."
The duo's re-emergence is also being touted with the debut of a new website and a mock movie trailer, "The Return of Mike and Ike," which will hit national airwaves in June.
"People of all ages showed their love for Mike and Ike during the split this year," Just Born senior marketing manager Donald Houston said in a statement.
"It's due to the fans that they are back in business. Sales and excitement for Mike and Ike candy have never been higher. With a new movie trailer, Mike and Ike will really solidify their status as candy legends."
Just Born is also promoting the reunion with promotional contests and ads on radio stations, billboards and Facebook.