Life Is Sweet at Times Launch

Guests at The New York Times' Sweet Life launch event for the latest issue of T magazine got their own carton of sweets—without going door to door.

November 17, 2004, 12:00 AM EST

T magazine Sweet Life launch eventBloomingdale'sWednesday, 11.03.04, 7 PM onward
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It was akin to trick or treat for grown-ups: At the launch event for T: Living, the latest issue of T, The New York Times' new lifestyle magazine, guests got their fill of sweets from a self-serve candy bar set up at the accessories counter in Bloomingdale's men's department. New York Times senior manager of advertising and promotions Libby Panzer planned the event, where guests were invited to fill yellow Chinese takeout containers with yellow rock candy, M&Ms, Lemonheads, gold-foil-wrapped Hershey's kisses, yellow Jordan almonds, and other candies. (Jordan almonds are a traditional gift to celebrate the birth of a baby; The Times celebrated the birth of its new magazine.)

Created by Taste Caterers, the candy bar idea was inspired by the title of the issue, “The Sweet Life,” named for its coverage of food, entertaining, travel, and other pleasures. The yellow and gold colors of the candy bar matched the color of the “T” logo on the issue.

Individually wrapped cookies from Eleni's branded with the issue's cover were also available as take-home gifts.

Suzanne Ito

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