Ice cream ad featuring Rachel Bilson launches in North America
Friday 22 April 2011
An ice cream ad directed by designer Karl Lagerfeld and featuring trendsetting starlet Rachel Bilson premiered at the Tribeca Film Festival Thursday night in New York.
The first of three short video montages for ice cream maker Magnum, "Photo Mood," made its movie debut and can now be seen online at www.magnumicecream.com.
The star-studded ad campaign was to help launch Magnum into the US market. The frozen dessert bar will be making an aggressive play at market share currently dominated by Dove ice cream bars and Häagen-Dazs. Though a leading brand in the UK, where it was launched in 1987, Spain and the Netherlands, it is relatively unknown in North America.
In "Photo Shoot," Bilson plays an irritated model who seeks reprieve from the entourage of stylists and makeup artists with a Magnum bar. Lagerfeld also chose his fashion muse, model Baptiste Giabiconi, to play the photographer.
The other two vignettes, in which Bilson plays an art student and a prima ballerina, roll out over the next three weeks.
Using high profile celebrity endorsements in short film montages is a favorite marketing strategy for the Unilever brand. In 2008, Desperate Housewives star Eva Longoria was cast in a series of sexy, glamorous ads to endorse the brand. Benicio Del Toro of Traffic and Snatch fame, also peddled the brand's Magnum Gold series.
Magnum ice cream bars are now available in US grocery retailers nationwide, including Walmart, Target, Safeway and Kroger, and are available in flavors like chocolate-covered vanilla, almond and caramel ice cream.
The bars will be available in 3-count multipacks for the suggested retail price of $3.99 or individually for a suggested retail price of $2.59.
To watch the video, visit www.magnumicecream.com/ .
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