While Matthew McConaughey and Cate Blanchett were taking home Independent Spirit Awards at a ceremony in Santa Monica on Saturday that has begun to honor much the same talent as all the other awards ceremonies, backstage, presenters and stars were plied with swag in the official presenter gift lounge, produced by On 3 Productions. In addition to New Balance sneakers, Sabra hummus, TiVo’s Roamio Plus, DJI Phantom 2 Vision cameras and year-long memberships to Crunch gym, actors like Angela Bassett, Jane Lynch, Laura Dern and Miles Teller were offered a one-year supply—that’s 24 cartons—of Breyers Gelato Indulgences, a new ice cream available at U.S. supermarkets in flavors like vanilla caramel, strawberry cheesecake and Tiramisu. Do celebrities even eat ice cream? “Everyone likes ice cream,” said Rachel Vassak, the brand manager for Breyers. “This is such a ridiculously indulgent product that it’s almost like you can’t even help yourself from trying it.” With the help of On 3 Productions, Breyers showed off the item in bedazzled tubs, a tactic that parent company Unilever had used previously in suites like this sponsored by I Can’t Believe It’s Not Butter. “We always know in this type of activation, it’s nice to celebrate the glamour,” said Casey DePalma, the marketing communications manager of foods at Unilever. “Date night can be glamorous even if you’re at home with your husband.” Plus, added Ms. Vassak, the tubs catch the light in a particularly attractive way. “It’s a fun way to celebrate how beautiful the product is,” she said. –Marshall Heyman |
