Candy brand Tic Tac took advantage of the excitement surrounding the Emmy Awards on Aug. 30 to be the lead sponsor of a Luxury Gift Lounge at the SLS Beverly Hills Hotel two days prior to the show. Organized by Los Angeles-based GBK Productions, the gift lounge invited media and celebrities to interact with brands like Revitalash, MegaFood and Sega and learn more about participating charities.
More than 70,000 pink and white individual Tic Tacs served as the backdrop for the step-and-repeat at the event. As stars like Jennifer Love Hewitt, Seth Green and Melissa Joan Hart walked by, they were given a box of Tic Tacs to pose with in front of the candy wall. At the lounge, the celebs were encouraged to post comments on the brand’s Facebook page. At a separate green-screen photo area, celebs could pose with a superimposed box of pink grapefruit flavored Tic Tacs.
The effort supports Tic Tac’s Facebook cancer awareness campaign Shake, Care and Share, which encourages consumers to share their cancer stories online and then the company donates $5 for each post. Tic Tac will make the donations up to $100,000.
“We really wanted to move the needle on the program this year and get more people involved, so we positioned it around the brand’s heritage of fresh entertainment for your mouth,” Noah Szporn, category manager at Tic Tac, told Buzz. “The Emmy Gift Lounge allowed us to get celebrities involved and get more awareness.”