ENGLEWOOD CLIFFS, N.J., April 21, 2011 /PRNewswire/ -- Flashbulbs and fanfare greeted a new star during the Tribeca Film Festival on April 21, as creative genius Karl Lagerfeld and style-setting starlet Rachel Bilson unveiled an original film series to introduce the U.S. to Magnum® – a super-premium ice cream recognized around the world as a symbol of indulgent pleasure – now available nationwide.
Directed by Karl Lagerfeld and starring Rachel Bilson, the film series – inspired by Magnum ice cream – premiered at the renowned IAC building in New York and offered a look into the pleasurable lifestyle Magnum ice cream has cultivated around the world for more than 20 years.
As Mr. Lagerfeld and Ms. Bilson greeted onlookers along the red carpet, viewers around the world enjoyed their own look into the world of Magnum ice cream, as the lead film, "Photo Mood" debuted simultaneously on Magnum's Facebook page, facebook.com/magnum.
"Working with Karl Lagerfeld on the Magnum film series was a once-in-a-lifetime experience," said Rachel Bilson. "Each film is a snapshot in the life of my character. I'm living out my dreams, but I'm always reaching for something more, something to fulfill my desire. That's what's great about Magnum ice cream – it reminds me how simple it is to enjoy life's little pleasures."
In the sensory-rich film series – the first of which will be available to view online at www.magnumicecream.com starting April 22, followed by a staggered roll out over three weeks – Rachel Bilson plays the heroine in three distinct vignettes. In "Photo Mood," Ms. Bilson is a discontented famous model who finds the pleasure she's been seeking in the form of a smooth and delicious Magnum ice cream bar. "Art Class" depicts Ms. Bilson as an art student obsessed by her strong desire for a Magnum ice cream bar, and is then inspired to create a beautiful work of art as she satisfies her craving. The third vignette, titled "Applause," features Ms. Bilson as a world-renowned ballerina who, when unexpectedly faced with an over-zealous throng of fans and the amorous embrace of her boyfriend, played by internationally renowned model Baptiste Giabiconi, evades them all to savor a moment for herself by enjoying a Magnum bar.
"As one of the most popular ice creams in the world, we're thrilled to see the overwhelmingly positive reception Magnum is already receiving in the U.S.," said Brian Manning, Vice President of Brand Building in the ice cream division at Unilever, the maker of Magnum. "With the film series, Karl Lagerfeld brought to life the remarkable pleasure that consumers in the U.S. can now enjoy with Magnum ice cream."
Magnum ice cream bars are now available in grocery retailers nationwide, including Walmart, Target, Safeway and Kroger, and are available in six delicious flavors, made with only the finest ingredients:
- Magnum Classic - Silky vanilla bean ice cream dipped in a thick layer of Belgian milk chocolate
- Magnum Almond - Silky vanilla bean ice cream covered in a thick layer of Belgian milk chocolate with crunchy almonds
- Magnum Double Caramel - Silky vanilla bean ice cream enrobed in a luscious chocolatey coating, rich caramel sauce and thick Belgian milk chocolate
- Magnum Double Chocolate - Creamy chocolate ice cream enrobed in a luscious chocolatey coating, rich chocolatey sauce and thick Belgian milk chocolate
- Magnum White - Silky vanilla bean ice cream dipped in a thick layer of Belgian white chocolate (available in select locations)
- Magnum Dark - Silky vanilla bean ice cream dipped in 60% cacao Belgian dark chocolate (available in select locations)
These premium on-the-go delights, wrapped in the brand's signature golden foil packaging, will be available in 3-count multipacks for the suggested retail price of $3.99 or individually for a suggested retail price of $2.59.
Launched in 1989, Magnum was one of the first handheld ice creams targeted as a premium adult offering. Today, Magnum is one of the world's leading ice cream brands, selling one billion units annually worldwide, and it is the biggest brand of Unilever ice creams.
About Unilever North America
Unilever is one of the world's leading suppliers of fast moving consumer goods with strong operations in more than 100 countries and sales in 180. With products that are used over two billion times a day around the world, we work to create a better future every day and help people feel good, look good and get more out of life with brands and services that are good for them and good for others. In the United States, Canada and the Greater Caribbean (Trinidad & Tobago, Dominican Republic, Puerto Rico) the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry's, Bertolli, Blue Band, Breyers, Caress, Country Crock, Degree, Dove personal care products, Good Humor, Hellmann's, I Can't Believe It's Not Butter!, Klondike, Knorr, Lever 2000, Lipton, Omo, Pond's, Popsicle, Promise, Q-Tips, Ragu, Skippy, Slim-Fast, Suave, TIGI, Vaseline, and Wish-Bone. 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 more than 13,000 people across North America – generating nearly $10 billion in sales in 2010. For more information, visit www.unileverusa.com, www.unilever.ca, or www.unilevercaribbean.com.
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SOURCE Magnum Ice Cream