Mindshare Entertainment produces new webisodes starring Jane Krakowski

14 May, 2009


New Smooth & Dreamy campaign invites consumers to take on a starring role in a classic Hollywood film and enter a Hollywood-themed sweepstakes

NEW YORK — Breyers® ice cream is encouraging Americans to re-discover classic films with the help of “30 Rock” star Jane Krakowski in new webisodes created and produced by Mindshare Entertainment for its Smooth and Dreamy brand.

The webisodes feature Krakowski in modern takes on two of Hollywood’s most iconic romance films -- “Gone with the Wind” and “King Kong” -- in which technology enables Krakowski to come face-to-face with Rhett Butler and King Kong. In the webisodes, which launch today at www.SmoothandDreamy.com, Krakowski engages in a dreamlike conversation that showcases her comedic talents through a mix of authentic and fresh dialogue.

“As an actress I’ve always dreamed of portraying classic characters like Scarlett O’Hara from ‘Gone with the Wind.’ Now, Breyers Smooth & Dreamy has given me a chance to star in modern, comedic twists of iconic Hollywood movies,” said Krakowski. “The episodes show how today’s woman would interact with Rhett Butler or King Kong in new romantic journeys.”

The “Gone with the Wind” webisode parody launches today. Fans can check back in a couple of week, to catch Jane’s adventure with King Kong.

“We know America loves Breyers,” said Wendy Franks, Senior Brand Manager for Breyers. “In these unique webisodes, Jane explores whether or not Rhett Butler and King Kong are smooth and dreamy enough to prove there’s a love greater than ice cream.”

The Breyers Smooth & Dreamy webisodes were produced by Mindshare Entertainment, a division of Mindshare Worldwide. Mindshare Entertainment assembled an A-list comedy crew for this project, including Tony Award and Screen Actors Guild Award winner Krakowski and Gail Mancuso, one of the most prominent comedy directors working in series television today. Mancuso has directed many of the most recognizable comedy series including “Roseanne,” “Friends,” “Two and a Half Men,” “Scrubs,” and “30 Rock,” which most recently won the 2008 Emmy award for Outstanding Comedy Series. Ryan iDirect designed and developed the digital elements of the program, including the campaign web site www.smoothanddreamy.com. In addition, experts from several Mindshare divisions also played key roles in the initiative, said Mindshare Entertainment president David Lang.

“We had a great team on this project and I believe the end result illustrates all the hard work that went into it,” said, Lang, who also serves as co-head of the agency’s Invention unit. “It’s always a challenge to combine impactful marketing elements and entertainment, but thanks to everyone’s efforts I think we succeeded in doing just that.”

CONSUMER ENGAGEMENT AND HOLLYWOOD SWEEPSTAKES
Consumers have the chance to play a starring role as well at www.SmoothandDreamy.com. They simply need to upload a photo, and face mapping technology from media technology company Oddcast will place them in the webisodes, enabling users to “act” in these iconic movie scenes. Participants can choose to insert themselves as Krakowski’s modern character, Rhett Butler or King Kong. This software also allows consumers to email their leading roles to friends and post to social networking pages.

As an added bonus, consumers can also enter for a chance to win a dreamy Hollywood sweepstakes. The grand prize is an eight day/seven night trip to Hollywood for four people, a deluxe Warner Bros. VIP Studio Tour and $5,000 cash.


ABOUT MINDSHARE
Mindshare is a global marketing and media services network with billings in excess of $23 billion (source: RECMA). The network consists of 97 offices in 67 countries throughout the USA, Latin America, Europe, Middle East, and Asia Pacific; each dedicated to forging competitive marketing advantage for businesses and their brands. Mindshare is a member of WPP, the world’s leading communications service group with $63.5bn in billings (source: RECMA). For more information, please visit www.mindshareworld.com.  

ABOUT NEW BREYERS® SMOOTH & DREAMY™
Breyers® Smooth & Dreamy™ All Natural Light Ice Cream is so velvety and delicious, you’ll be surprised it has half the fat and 30% fewer calories than regular ice cream. You can now enjoy a wide range of delicious choices for a better-for-you ice cream treat, as the product is available in 11 varieties including Chocolate Chocolate Chip and Strawberry Cheesecake. Breyers® ice cream is available nationwide for the suggested retail price of $5.49-$5.99.

ABOUT UNILEVER
Unilever’s mission is to add vitality to life. We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life. Each day, around the world, consumers make 160 million decisions to purchase Unilever products.

In the United States, the portfolio includes major brand icons such as: Axe, Ben & Jerry's, Bertolli, Breyers, Caress, Country Crock, Degree, Dove personal care products, Hellmann's, Klondike, Knorr, Lipton, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Suave, Sunsilk and Vaseline. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs nearly 12,000 people in both the United States and Puerto Rico – generating nearly $10 billion in sales in 2008. For more information, visit www.unileverusa.com.

Sweepstakes Abbreviated Rules
No purchase necessary to enter or win. Void where prohibited. The Sweepstakes is open to entrants who are legal residents of the 50 U.S. states & D.C., 18 years or older. Sweepstakes is sponsored by Conopco, Inc., d/b/a Unilever and begins May 13, 2009 at 12:00 PM ET and ends September 30, 2009 at 12:00 PM ET. For complete details, see the Official Rules, which govern, at www.SmoothandDreamy.com.

MEDIA CONTACT
John Wolfe
Mindshare
Direct: 212-297-7160
Cell: 914-659-8663
Email: john.wolfe@mindshareworld.com

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