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, TiVos 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 supplythats 24 cartonsof 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 its almost like you cant 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 Cant Believe Its Not Butter.
We always know in this type of activation, its nice to celebrate the glamour, said Casey DePalma, the marketing communications manager of foods at Unilever. Date night can be glamorous even if youre at home with your husband.
Plus, added Ms. Vassak, the tubs catch the light in a particularly attractive way. Its a fun way to celebrate how beautiful the product is, she said.