To celebrate its 25th anniversary, Magnum wanted to reconnect with its core target : Pleasure Seekers. In Italy, where consumers have discerning tastes, Magnum needed a way to stand out and generate buzz around the openings of three new Magnum Pleasure Stores.

Pleasure seekers love to indulge in the best things, particularly fashion and luxury, which is aspirational and associated with the ultimate trendsetters. Our strategy centered around connecting Magnum with the fashion world. Our concept: Dress Code, to evoke a fashion party.

We dressed Magnum ice creams for this birthday occasion and involved the best in Italian fashion: Dolce&Gabbana, who were commissioned to design a limited-edition ice cream. We asked up-and-coming designers Rossorame to create a dress collection inspired by Magnum and fashion mock-ups of the ice cream.

To launch the new Magnum Pleasure stores, all stores were “dressed” by the designers. The limited edition ice creams were unveiled at the opening night, inaugurated by celebrities, influencers, press and consumers.

Magnum organized their 25th birthday party in Cannes, where ambassadors and actors Luca Argentero, Valeria Solarino, fashion blogger Chiara Ferragni, and the 8 lucky winners of an online contest wore the ice-cream inspired Rossorame collection. The night’s special guest Kylie Minogue wore a special ice-cream inspired dress by Dolce&Gabbana and sang for the audience.

PR Results: 120 clippings, resulting in over 20 million readers

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

To showcase Magnum’s association with fashion, we commissioned Dolce & Gabbana to design a limited-edition ice cream, including the flavour, design, and packaging. We asked Rossorame, the new generation of Italian fashion, to create a unique capsule dress collection inspired by Magnum and a series of fashion mock-ups of the actual ice cream.

For the launch of the Magnum 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 people at the openings won an exclusive shopping trip with Rossorame.

Magnum organized their 25th birthday party in Cannes, where ambassadors and actors Luca Argentero, Valeria Solarino, fashion blogger Chiara Ferragni, and the 8 lucky consumer winners of an online contest, wore the ice-cream inspired Rossorame collection. The night’s special guest Kylie Minogue wore a special ice-cream inspired dress by Dolce & Gabbana.

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