Magnum Ice Cream Makes a Red-Carpet Arrival in U.S. Market

ENGLEWOOD CLIFFS, N.J., March 18, 2011 /PRNewswire/ -- April 21st will be a night of super-premium premieres as the red carpet rolls out during the Tribeca Film Festival for the debut of an original film series by Karl Lagerfeld, starring Rachel Bilson, marking the U.S. introduction of Magnum® – a super-premium ice cream recognized around the world as a symbol of indulgent pleasure. In producing the films, Magnum ice cream brought together the talents of a creative genius and a style-setting starlet for a three-piece series inspired by one of the world's largest ice cream brands.

(Photo:  http://photos.prnewswire.com/prnh/20110318/CG67632-a)

(Photo:  http://photos.prnewswire.com/prnh/20110318/CG67632-b)

In the series, Karl Lagerfeld brings his legendary creative prowess behind the camera to direct Rachel Bilson in a series of short films – offering American audiences a look into the pleasurable lifestyle Magnum ice cream has cultivated around the world for more than 20 years.

Simultaneous to the exclusive premiere at the Tribeca Film Festival, the lead film will be released to viewers around the world on Magnum's Facebook page, facebook.com/magnum.

Attendees at the premiere will be among the first in the U.S. to taste Magnum ice cream bars – crafted of silky vanilla bean or rich, chocolate ice cream with thick, crackling Belgian chocolate – before they are available nationwide in April.

"Karl Lagerfeld's creative vision has always inspired me, and this series brings his concept of pleasure to life," said Rachel Bilson. "The films capture the indulgence and luxury of Magnum ice cream. My character believes that a day without pleasure is a day lost, and that's a perfect representation of the Magnum lifestyle – and my personal philosophy, too."

In the sensory-rich films, Rachel Bilson plays the heroine in three distinct vignettes. "Photo Mood" features Rachel Bilson as an annoyed famous model who finds the pleasure she's been seeking in the form of a smooth and delicious Magnum ice cream bar. "Applause" stars Rachel Bilson as a world-renowned prima 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. In "Art Class," Rachel Bilson is 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 exceptional taste and fine quality of Magnum ice cream has left an indelible mark on the collective palate of discerning consumers around the world," said Brian Manning, Vice President of Brand Building in the ice cream division at Unilever, the maker of Magnum. "Karl Lagerfeld has inspired women to pursue the pleasures of fashion and life gracefully for decades.  We intuitively knew he would carry that same mentality to the set.  His creative vision brings the pleasure of enjoying Magnum ice cream to life in an inspirational, beautiful art form."

The first trailer of the films will post on the Magnum ice cream Facebook page on April 19, ahead of the films' premiere during the Tribeca Film Festival and on Facebook.

"Both Karl Lagerfeld and Rachel Bilson have an uncompromising sense of style, and are driven by their passions in life,"  Manning said. "The Magnum campaign reminds women that pleasure is theirs for the taking—they just need to reach for it."  

Rachel Bilson also appears in global print and television advertising. The print ad, which debuts in May, is shot through the creative lens of Karl Lagerfeld and brings the pleasure of enjoying Magnum ice cream to life in the high-style manner for which he's famous. This campaign will showcase striking visuals of Rachel Bilson with decadent Magnum ice cream bars. The television spot will debut in late April.  

Magnum ice cream bars 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
• Magnum Dark - Silky vanilla bean ice cream dipped in 60% cacao Belgian dark chocolate

Magnum will be available in grocery retailers nationwide, including Walmart, Target, Safeway and Kroger. 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.

For more information on Magnum ice cream bars or to find out more about the films, step behind the velvet rope at www.magnumicecream.com or www.facebook.com/magnum.

About Magnum

Launched in 1989, Magnum was the first handheld ice cream 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