The Fuse is Lit with MIKE AND IKE®

Candy Icon and Music Network Team Up In Unique Promotion

New York, NY (June 6, 2005)Fuse, the nation's only viewer-driven, all-music network, today announced that it has entered into a multi-tiered initiative with MIKE AND IKE® chewy fruit flavored candy, manufactured by Just Born, Inc., based in Bethlehem, PA. The edgy teen targeted advertising and promotional program will integrate the fruit flavored candy brand into both on-air and on-line content for Fuse, 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® kicks off the summer with a new generation of fans, following the revitalization of the brand in 2004 and subsequent sales surge. The addition of real fruit juice flavor, new packaging graphics, and new convenient single bags along with an integrated, teen-focused marketing plan, continue to have dramatic results. Part of the re-launch included the branding of MIKE AND IKE®'s FlavUpTM theme which endorses the goal of teens to be unique and show their original flair.

According to Doreen Perini, MIKE AND IKE® Group Brand Manager, "For the last year, we have encouraged both our existing consumers and those new to the brand to "FlavUpTM " in their own way, making a connection with MIKE AND IKE®. Our partnership with Fuse enhances this effort and truly focuses on our teen target audience. "

"We are very excited about this collaboration," said Sandy Rubinstein, Fuse's Vice President, Marketing. "This partnership will help generate significant buzz within the teen audience for both brands while extending the reach of our respective marketing efforts."

Elements of the joint campaign beginning this summer include:

On-Pack Instant Win Promotion – From June until December 2005, Fuse's logo will appear on three million specially marked MIKE AND IKE® promotional packages. A unique code inside the wrapper can be entered online to win instantly. Prizes include co-branded MP3 players, FUSE t-shirts, and lots of MIKE AND IKE® candy. One grand prize winner will win a trip to New York City, get a mini-makeover, and appear as a guest VJ for a day on Fuse's hit show "Daily Download." Everyone that enters online at will get a free music download provided by TVT Records. All "Daily Download" audience members will receive free MIKE AND IKE® candy. The contest will be promoted online at, via on-air spots, on Fuse's "Daily Download," and via MIKE AND IKE® advertising on Fuse.

Hot 97 Summer Jam Concert On-Air Sponsorship – As the exclusive broadcast partner of Hot 97 Summer Jam, Fuse will run on-air tagged tune-ins to promote this year's biggest hip-hop extravaganza sponsored by MIKE AND IKE® and premiering on June 24.

MIKE AND IKE® Hip Hop Spot – Fuse and MIKE AND IKE® have teamed up to create a special branded video flow show entitled "MIKE AND IKE® Hip Hop Spot." The new non-hosted show will feature Hip-Hop, R& B, and rap videos. The show will premiere on Saturday, June 25 at 10:30pm, encores on Sunday, June 26 at 10:30pm and will run through September (13 episodes total).

Radio – MIKE AND IKE® will offer consumers in six markets a chance to win a trip to New York City and visit the Fuse studios. As part of the summer radio buy, the DJs on the top teen radio stations in New York City, Los Angles, Dallas, Boston, Miami and Philadelphia will promote the sweepstakes. DJs will encourage consumers to call in and repeat the MIKE AND IKE® Fusion Flavor of the day to be entered into the sweepstakes.

Online – Fuse will be featured on so that consumers can visit the site and learn about all the exciting activities that are happening. "MIKE AND IKE® Hip Hop Spot" will be featured on

About MIKE AND IKE® Candy
Along with the promotional 2.12-oz bag, MIKE AND IKE® brand candies are available in 1.1-oz, 3-oz, 8-oz, 16-oz, and 5 lb packs.

MIKE AND IKE® Original Fruits candies were introduced in 1940. It takes three to four days to create a package of MIKE AND IKE® candies. Each chewy candy has less than 7 calories and 0 grams of fat. MIKE AND IKE® brand candies are Kosher. Theories about the origin of the name include a company-wide contest, a vaudeville song titled "MIKE AND IKE," and the "IKE" Eisenhower era.

While most of its sales are generated at retail, MIKE AND IKE® has always been a star at the movies. In fact, MIKE AND IKE® candies continue to be the highest selling non-chocolate candy brand in the theater box category.

About Just Born, Inc.
Just Born, Inc., is a privately owned company founded in 1923. Just Born also manufactures MARSHMALLOW PEEPS® brand candies, HOT TAMALES® chewy cinnamon flavored candies, ZOURS® chewy sour candies, PEANUT CHEWS® candies, and TEENEE BEANEE® jelly beans. The company employs over 560 people and markets its candy in over 50 countries. More information is available about Just Born, Inc., at

About Fuse
Fuse, a network of Cablevision Systems Corporation, is the nation's only all-music, viewer-influenced television network, featuring music videos, exclusive artist interviews, live concerts and specials — all rooted in the music experience. Fuse reflects the rapidly changing interests and attitudes of its 12-34 year-old audience by uniting the media platforms that are at the center of their communication and entertainment – TV, online, and interactive games – and by incorporating their opinions and suggestions into its on-air and online programming. More information about Fuse is available at

Artwork is available for download at

Press Contacts

  • Fuse
    Amy Lynn
    (212) 324-3444

    Ellie Deardorff

    Milena DeLuca