Magnum needed to stand out and promote the openings of three Magnum Pleasure Stores in Italy. As 2014 was also their 25th anniversary, Magnum wanted to celebrate with its core target: Pleasure Seekers, who love to indulge, particularly in fashion and luxury. So we associated Magnum with the fashion world through a simple concept: Dress Code, to evoke a fashion party.

We dressed Magnum ice creams for their birthday by commissioning Dolce&Gabbana to design a limited-edition ice cream launched at the new stores, and aspiring designers Rossorame to create a dress collection inspired by ice cream. The new stores were “dressed” by the designers and lucky consumers received a shopping day with Rossorame. We branded iconic ApeCalessino vehicles, taking the store’s guests for rides and distributing flyers about the stores.

Magnum organized their 25th birthday party in Cannes, where celebrity ambassadors and lucky consumers wore the ice-cream inspired Rossorame collection.

In 2014 Magnum wanted to celebrate its 25th anniversary and reconnect with its core consumers – pleasure seekers. Magnum wanted to celebrate 25 years of bringing pleasure to people through their premium ice cream. In Italy, where consumers have discerning tastes and the competition in the ice cream market is fierce, Magnum needed a way to stand out and attract people to the opening of three new Magnum Pleasure Stores. We created a promotional strategy based on the promise of pleasure and indulgence through an association with fashion and unique partnerships with fashion designers Dolce&Gabbana and Rossorame.

We succeeded in linking Magnum with the fashion world and driving traffic to the new stores. Magnum became an icon in the eyes of their target consumers, reigniting their link with pleasure and indulgence.

Store Openings: A two hour line to enter the Magnum Pleasure stores on opening weekend

1,606 Limited Edition Magnums sold in the first day in Rome

PR Results: 120 clippings across consumer and fashion media, resulting in over 20 million readers about the Magnum fashion partnership with Dolce&Gabbana and Rossorame, the celebrity ambassadors and store openings

We commissioned Dolce&Gabbana to design a limited-edition ice cream (flavour, design, packaging) and tasked Rossorame, the new generation of Italian fashion, with creating a Magnum-inspired capsule dress collection and a series of fashion mock-ups of the actual ice cream.

For the launch of the Pleasure stores, all stores were “dressed” by the designers, and the limited-edition ice creams were unveiled at the opening night, inaugurated by celebrities/influencers, press and consumers. Six lucky consumers at the openings won an exclusive shopping trip with Rossorame. We branded iconic ApeCalessino vehicles, taking the store’s guests for rides and distributing flyers to attract visitors. Everything about the experience was about fashion and pleasure.

Magnum organized their birthday party in Cannes, where ambassadors/actors Luca Argentero, Valeria Solarino, fashion-blogger Chiara Ferragni, and 8 lucky online-contest winners wore the ice-cream inspired Rossorame collection. The night’s special guest Kylie Minogue wore an ice-cream inspired dress by Dolce&Gabbana.