Mike and Ike Brand Throws Support Behind a ‘Sweet Cause’

Mike and Ike Lemonade Blends and Italian Ice varieties from Just Born Inc. will participate in the “Support A Sweet Cause” promotion through floor displays highlighting support for Wynnewood, Pa.-based Alex’s Lemonade Stand Foundation, which aims to find a cure for childhood cancers, and the chance to win prizes.

Rolling out nationally to stores in 72-count and 96-count sizes, the displays will feature tearpads to drive consumers to mikeandike.com, where they can enter for the opportunity to win more than 1,000 music-related prizes over a 24-week period. Prizes will include MP3 players, video game accessories, music downloads and a digital tablet. The displays will be in stores from April through August, with the contest ending Sept. 30.

The 72-count display will offer small Lemonade Blends and Italian Ice theater boxes, while the 96-count display will hold 2.12-ounce Lemonade Blends and Italian Ice pouches.

“This Mike and Ike Lemonade Blends and Italian Ice promotion is bound to excite our fans,” said Linda Biondo, the Bethlehem, Pa.-based candymaker's assistant brand manager for Everyday Brands, including Mike and Ike, which has been around since 1940. “In addition to enjoying these great-tasting products, a portion of the proceeds from the Mike and Ike Lemonade Blends variety will be donated to a very worthy cause -- Alex’s Lemonade Stand Foundation. Candy fans can also register for a chance to win terrific music-themed prizes at mikeandike.com.”