• by OMMA Magazine Writers , August 22, 2011

Style icon Karl Lagerfeld and starlet Rachel Bilson teamed up for Magnum Ice Cream's "Pleasure Personified" campaign, which has led to stores barely being able to keep the product on the shelf. The ad targeted the 28-year-old affluent female demographic, who are motivated by accessibility, exclusivity and sensual experiences. The promotion launched at nyc's Tribeca Film Festival. Within 12 weeks of the launch, Magnum was the no.1 "Super Premium Frozen Novelty Brand."