To mark the 25th anniversary of its Ice Cream Cookie Sandwiches, Mars, Incorporated has introduced a unique ‘Funsurance’ programme in collaboration with Lemonade, promising customers $250 to counteract summer party disruptions.
In celebration of the 25th anniversary of M&M’S® Ice Cream Cookie Sandwiches, parent company Mars, Incorporated has announced a new initiative aimed at bringing a bit of extra joy to summer birthday parties. The brand has launched a special “Funsurance” programme in partnership with digital insurance company Lemonade, designed to enhance birthday celebrations despite any unforeseen interruptions.
Since their introduction, M&M’S Ice Cream Cookie Sandwiches have become a popular treat, known for their colourful and tasty combination of ice cream and M&M’S cookie. This celebratory initiative, running from 17 July to 10 August, offers customers the chance to win $250 if their summer party faces disruptions such as bad weather or other logistical issues. Participants must purchase M&M’S Ice Cream Cookie Sandwiches, upload their receipts to a designated website, and describe any impediments to their celebrations.
Jayesh Shah, Marketing Director of Mars Ice Cream, commented on the milestone, stating, “M&M’S Ice Cream Cookie Sandwiches have been making birthday parties more fun for 25 years. It’s only fitting that in honour of this milestone, we invite our fans to join in on the celebration to make festivities a little sweeter, inspiring moments of everyday happiness for all this summer.”
Liron Smadja, Head of Brand Marketing at Lemonade, echoed these sentiments, noting that the goal is to ensure birthdays remain special despite any potential setbacks. “Birthdays should be all about fun and celebration, but we know things can sometimes go a bit awry,” Smadja said.
While the “Funsurance” initiative is only available for a limited time, M&M’S Ice Cream Cookie Sandwiches are a year-round product, available in various flavours such as Vanilla, Chocolate, Cookies & Cream, and Mint. These products can be found at retailers nationwide, with specific information on local availability accessible online.
The “Funsurance” campaign is not a traditional insurance policy but rather a sweepstakes solely operated by Mars. The idea is to add some excitement to summer celebrations, aligning with Mars’ broader mission of creating moments of happiness and fun through its wide array of products.
Mars, Incorporated, a family-owned business, has a diverse portfolio that includes well-known brands such as SNICKERS®, PEDIGREE®, and WHISKAS®. The company employs over 140,000 people and generates more than $47 billion in annual sales. Its commitment to innovation and positive impact stretches across various sectors, including confectionery, food, and pet care.
For more information about the “Funsurance” initiative and the full rules of the sweepstakes, participants can visit the campaign’s official website.