04/13/2012 05:13 EDT | Updated 06/13/2012 05:12 EDT

Mike and Ike announce split on FB, Twitter; part of cheeky ad campaign for 72-year-old brand

PHILADELPHIA - They've been together 72 years, but it's not clear whether Mike and Ike will reach their next anniversary.

The colorful candy characters are going their separate ways, and using Facebook, Twitter and Tumblr to announce the split.

How better to engage the teenage audience that Pennsylvania candy maker Just Born hopes to reach with the cheeky marketing campaign?

The online posts reveal that "Mike" is pursuing music while "Ike" dabbles in art.

New candy boxes and billboards will have one name or the other scratched out.

Just Born says the origin of the brand name "Mike and Ike" remains a mystery. But the company is pulling for the pair to reunite.

In the meanwhile, the taste of the chewy fruit candy remains unchanged.