Magnum is often associated with the term “luxury” as it is known for its premium chocolate ice cream. The brand often seeks to strengthen its positioning as a chocolate expert by using the finest and the most quality of Belgian chocolate in its ice cream.
On 16th April (Thursday), Magnum launched the Celebrate Chocolate Pleasure campaign and collaborated with local designer Dato Farah Khan for the Pleasure Seekers Collection.
Models, celebrities, and media alike were invited to witness the launch of Dato Farah Khan’s The Pleasure Seekers Collection for Magnum. Unilever (Malaysia) Holdings Sdn Bhd.’s marketing director Mr Herry Budiazhari also unveiled an all new packaging of Magnum Ice Cream during the event.
“Tonight marks a new milestone for MAGNUM as we celebrate chocolate Pleasure with the unveiling of the all-new packaging design for Magnum’s signature flavors – the Classic, Almond, Chocolate Brownie and Gold,” Budiazhari said.
Dato Farah Khan, who was regarded as a style icon, is known for creating inspiring fashion pieces.
Her special capsule collection was inspired by the 5 iconic and unique flavours of Magnum Ice Cream – Magnum Gold, Magnum Classic, Magnum Almond, Magnum Chocolate Brownie, and Magnum Chocolate & Strawberry.
“The idea of combining chocolate with art, interpreting into fashion pieces is a brilliant collaboration. It has given me great pleasure to be part of this collaboration,” she said during the launch.
Farah Khan infused her distinctive design vision with MAGNUM Ice Cream’s decadent richness to create this one-of-a-kind collection. With the use of her signature delicate beads and embellishments, the exclusive pieces were hand-sewn, bead-by-bead to ensure each piece is effortlessly glamorous and as beautiful as its craftsmanship.
The collection made its debut with a grand entrance of “Precious Gold”, a stunning creation inspired by Magnum Gold. The dress was designed with hand-embroidered antique gold beads in swirling light and dark hues. The exquisite detailing of the design amplifies the attitude of Magnum Gold – delightful and utterly divine.
As for “Luscious Chocolate & Strawberry”, it was inspired by the luscious flavour of the Magnum Chocolate & Strawberry. Swirls of hand-sewn adornments in golden brown compliments the stunning piece with a glamorous allure. The sumptuous sparkle replicates the sheer delight of the Magnum indulgence.
The rich taste of the Magnum Chocolate Brownie inspired the designer’s creative team to create “Luxurious Chocolate Brownie”, the 3rd look of the collection. The delicious piece was delicately crafted and drenched with glorious matte and shiny rich brown beads and embroidery.
The piece was then followed by “Heavenly Almond”, a dress that was inspired by the texture symphony of the Magnum Almond. Carefully hand-beaded by artisans around South East Asia, a mixture of matte and shiny brown chocolate beads and specks of frosted bronze embellishments adorned this inimitable piece.
“Irresistibly Classic”, which was inspired by the all-time-favourite Magnum Classic, was the 5th look that debuted during the fashion show. Shades of opulent bronze were used by the creative team to mirror the smooth and silky Belgian Chocolate coating of this iconic favourite.
As for the new packaging design, it symbolises MAGNUM’s brand image as the pioneer of chocolate expertise and ice cream by introducing fresh and exciting ice cream product innovations.
The contemporary design features a bold and distinctive presence of the “M” logo and the famous Belgian Chocolate Crack.
The Magnum Celebrates Chocolate Pleasure campaign was officially kicked off during the event and it will be continued through a series of activities at One Utama from the 20th till 24th May 2015. A digital hunt using Google street view will help consumers to locate the exclusive pieces designed by the fashion brand. Winners of the digital hunt will walk away with a tailored piece of the dress or the sweatshirts designed exclusively by Dato Farah Khan.
To win the exclusive pieces, consumers can log on to the official website to join the contest. All 5 hand beaded dresses will be shown for display in Magnum Kuala Lumpur and Magnum Putrajaya until June 2015.
The new MAGNUM ice cream is available at all leading supermarkets, hypermarkets, convenience stores, and petrol marts. It will be made available individually for the suggested retail price of RM4 per piece for core range and RM4.50 per piece for Magnum Gold.
For more information on the campaign, visit Magnum’s official Facebook page.