I can’t remember the last time I had a Magnum. Lent aside, it’s a premium product for premium people. I’m more of a Cornetto girl.
But, to celebrate Magnum’s 25th birthday, Unilever – the company behind the Ambu-lunch PR stunt – has teamed up with fashion designer Henry Holland to create a limited edition ice-cream themed party dress.
Holland came up with a 60s-inspired patterned shift dress. But, don’t worry if you think it looks like a glamourous safari outfit. I thought the same at first glance. It’s meant to resemble the ‘iconic crack of Magnum chocolate, revealing the rich ice-cream beneath’ – not a giraffe.
The best thing about this £5,000 fashion collection is that Magnum’s made one of them entirely out of chocolate, handcrafted by three experts, truly making it good enough to eat.
As part of the promotion, Holland is giving away 25 dresses to Magnum (P.I) fans who crack the code by successfully following a set of clues across its social media sites.
It’s a great effective ‘quick win’ promo mechanic for the brand:
1. Celeb-studded launch event
Kimberley Garner, Vanessa White and Gizzi Erskine were just some of the famous faces at Magnum’s party, held at Home House.
Celebs guarantee coverage which is why the event secured ‘Daily Mail Showbiz‘ style coverage (crem de la crem).
2. Exclusive Giveaway
Who doesn’t love a freebie? Magnum’s decision to encourage fans to ‘crack’ the code to win one of the dresses is a no brainer and will see people flocking to follow, like and pin its profiles at the same time.
It’s underpinned the campaign with TV ads, which is perfect timing as the sun pops its head out of the clouds for the first time in months. So, even if you don’t know about Holland’s design then you should know Magnum has something to celebrate.
The only thing I’d ‘bolt on’ to the campaign is bloggers.
Magnum could’ve recruited fashion bloggers, or even a top magazine, to collaborate with Holland during the creative process to secure additional coverage.
Alternatively, it could’ve asked them to design a dress that’ll represent Magnum in 25 years time and time capsule that bad boy. Then you’ve got a PR story and a 50th birthday present.
Happy birthday Magnum… and you’re welcome.