Communications Channel Plan: Mindshare, Magnum Ice Cream, Magnum Pleasure Personified


An ice cream brand unknown to the U.S. market made itself known by placing the art of emotional eating on a stage. Magnum ice cream created three online videos starring Rachel Bilson and directed by Karl Lagerfeld. Bilson dances, models and takes an art class. Each event is emotionally trying for her. The solution: a Magnum ice cream stick to bring her clarity. Magnum has grown the Super Premium Sticks category 67% year to date.

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