There are lots of things one can insure: a false nose, six-pack abs, celebrity boobs, you get the picture. Add to that: Nestlé's Butterfinger candy bar. Last week, the world's largest food company insured its "crispety, crunchety peanut butter" candy brand through global insurance market Lloyd's of London. (The policy is worth $1 million.) The move was meant to underscore Nestlé's seriousness behind its brand tagline: "Nobody's gonna lay a finger on my Butterfinger!" In true insurance spirit, Nestlé that same day (April Fool's, but "this is no joke," the brand insists) also kicked off an ad campaign to get the word out: Through April 14, consumers can file an online claim if someone indeed touches their Butterfinger. Nestlé will mail out a coupon for one free Butterfinger bar to the first 100,000 consumers. (It's a no-questions-asked policy.) Geez. If only it were really that way with insurance!
—Posted by Elaine Wong