MAGNUM the brand well known for its premium chocolate ice cream which is associated with lux-lifestyle recently launched the Celebrate Chocolate Pleasure campaign. The campaign was launched to strengthen Magnum’s positioning as a chocolate expert that uses the finest and most divine quality of Belgian chocolate in its ice cream.
“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”, said Mr Herry Budiazhari, Marketing Director of Unilever (Malaysia) Holdings Sdn Bhd.
“Magnum further celebrates chocolate pleasure with a fashionable re-launch. What do you get when chocolate decadent meets the finest aesthetic of fashion creations? Certainly a unique yet exciting fashion collaboration between MAGNUM and Farah Khan, an international label whose brand DNA showcases versatility in every luxurious, bold and glamorous statement creations. The unique collaboration features hand beaded dresses creations inspired by the five flavours of MAGNUM ice creams”, he further added.
“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.” quoted Dato’ Farah Khan.
Regarded as a style icon and known for creating inspiring fashion pieces, Dato’ Farah Khan created The Pleasure Seekers Collection. The special capsule collection inspired by MAGNUM Ice Cream’s 5 iconic and unique flavours – the MAGNUM Gold, MAGNUM Classic, MAGNUM Almond, MAGNUM Chocolate Brownie and MAGNUM Chocolate & Strawberry. The one-of-a-kind collection infuses MAGNUM Ice Cream’s decadent richness with FARAH KHAN’S distinctive design vision. Effortlessly glamorous, the exclusive pieces were brought to life by FARAH KHAN’s signature delicate beads and embellishments that were hand-sewn, bead-by-bead to ensure each piece is as beautiful as its craftsmanship.
The collection was debuted 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.
The next FARAH KHAN piece – Luscious Chocolate & Strawberry 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 FARAH KHAN’s creative team to invent Luxurious Chocolate Brownie, the third look which is a delicious piece, delicately crafted and drenched with glorious matte and shiny rich brown beads and embroidery.
The fashion show continued with Heavenly Almond, a FARAH KHAN number that is 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 adorn this inimitable piece.
For the fifth look, FARAH KHAN wowed the crowd with Irresistibly Classic. Inspired by the all-time-favourite MAGNUM Classic featuring shades of opulent bronze were used by the FARAH KHAN creative team to mirror the smooth and silky Belgian Chocolate coating of this iconic favourite.
The highlight of the event was the fashion show finale, where models in the 5 signature creations each made their appearance with the MAGNUM ice cream which inspires their look together with Mr Herry Budiazhari, Marketing Director of Unilever (Malaysia) Holdings Sdn Bhd and along with Dato’ Farah Khan, Creative Director of Farah Khan.
The event also marked the unveiling of an all new packaging of MAGNUM Ice Cream during the event. The new packaging design symbolizes 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.
Aside to the five signatures hand beaded creations, The Pleasure Seekers collection also featured five MAGNUM inspired FARAH KHAN sweatshirts. FARAH KHAN’s creative team gave a quirky edge to the brand’s classic sweater with embellished letters on each sweatshirts. During the Fashion show, the models paraded together with the MAGNUM Precious Models created by FARAH KHAN. The MAGNUM ice cream replicas were exclusively created by FARAH KHAN for MAGNUM Pleasure Stores Malaysia of which Magnum Kuala Lumpur is the first pleasure store in the world with two infinity bars.
A crowd of celebrities and socialites were present during the grand opening of Magnum Kuala Lumpur including the likes of Serena C, Yuri Wong, Lexie Rodriguez, Chef Wan, Will Quah, Linora Low, Sherson Lian, Dennis Lau, Rozie Mastor, and Datuk Kelvin Tan.
The glamorous evening also witness the presence of Whulandary Herman (Miss Universe Indonesia 2013), Yan Liang Hu (Miss Universe China 2013) Carey Ng (Miss Universe Malaysia 2013 & Presence National Director of Miss Universe Malaysia Organization) and Lalitha Ramesh (Miss Universe Malaysia 1st Runner Up 2014).
At the Magnum Celebrates Chocolate Pleasure experiential corner, guests were invited to personalize their Magnum 3D chocolate bar and are pampered with Magnum inspired manicure session. It’s certainly a celebration as Magnum Celebrates Chocolate Pleasure in an up-tempo evening featuring the finest selection of Soulful House music by House music princess DJ Jazelle.
The event also marked the kick-off of the Magnum Celebrates Chocolate Pleasure campaign which will be continued through a series of activities at One Utama from the 20th till 24th May 2015 and a digital hunt using Google street view to locate the exclusive pieces designed by FARAH KHAN. Winners of the digital hunt will walk away with a Magnum ice creams inspired dress or the sweatshirts designed exclusively by FARAH KHAN. Consumers can log on to www.magnumpleasurehunt.com.my to join the contest and win the exclusive pieces. Three of the five hand beaded dresses will be displayed at Magnum Kuala Lumpur and the remaining two will be displayed at Magnum Putrajaya until June 2015.
The new Magnum ice cream is now available at all leading supermarkets, hypermarkets, convenience stores, and petrol marts; and will be available individually for the suggested retail price of RM4.00 per piece for core range and RM4.50 per piece for Magnum Gold.
For more information on the campaign, log on to Magnum’s Facebook Page at www.facebook.com/Magnum.