In celebration of 25 years since M&M’s Ice Cream Cookie Sandwiches first made their debut, the Mars Inc. brand is introducing a first-of-its-kind birthday party program that both ensures and insures plenty of fun – as long as its popular frozen treat is part of the festivities.
In partnership with Lemonade, the digital insurance company, M&M’s Ice Cream is offering “Funsurance” to continue to make birthday celebrations a little bit sweeter. While not a real insurance policy, “Fusurance” is a sweepstakes operated solely by M&M’s Ice Cream/Mars to help mitigate uncontrollable moments that may interfere with maximum fun – whether the balloons pop, the pizza delivery gets lost or the pool party was rained out.
From July 17 through August 10, consumers in the United States who purchase M&M’s Ice Cream Cookie Sandwiches and experience any “fun intrusions” can enter for a chance to win back some of that fun, with 25 lucky winners chosen at random to receive $250.
“M&M’s Ice Cream Cookie Sandwiches have been making birthday parties more fun for 25 years,” said Jayesh Shah, marketing director at Mars Ice Cream. “It’s only fitting that in honor 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.”
Consumers are invited to go to www.mmsicecreamfunsurance.com, upload a receipt confirming purchase of M&M’s Ice Cream Cookie Sandwiches and “file a claim” detailing what interfered with the maximum fun at their summer party for the chance to win.
“Birthdays should be all about fun and celebration, but we know things can sometimes go a bit awry,” said Liron Smadja, head of brand marketing at Lemonade. “The same can be said about moments in life, where we make insurance as simple as possible so everyone can focus on enjoying the moment—just as we’re doing with M&M’s Ice Cream ‘Funsurance’ Sweepstakes this summer!”
