The Magnum Pleasure Store opened for the month of July to outstanding media and consumer success. A VIP event for media and influencers kicked off the opening, hosted by actor and brand ambassador Joe Manganiello. Due to overwhelming consumer demand, the decision was made to extend the Pleasure Store’s stay for another month. To keep the momentum going and support this extension, we were challenged with the question: how can we maintain the buzz and continue to make the Magnum Pleasure Store the destination of the summer?

Tapping into luxury food, fashion, and sports, the strategy was to host five exclusive media and consumer events with industry-specific celebrity appearances at the store weekly throughout July. A broadcast partnership with Canada’s top entertainment show eTalk further extended the reach. Celebrity chef Mark McEwan attracted food media and foodies alike, while Toronto Maple Leaf Joffrey Lupul brought fans from all over Ontario. Fashion fanatics got the opportunity to see selects from Greta Constantine’s spring/summer collection, and Pleasure Store visitors couldn’t believe the stunning $1.5 million gold dress designed by Zac Posen that was on special display for a morning.

Combining the ongoing media coverage with the social buzz, the events kept the Magnum Pleasure Store top of mind in consumers’ minds and line-ups around the block were a daily occurrence. 136+ million earned media impressions were secured – a Unilever Canada record! The closing day broke the world record of most bars sold at a Pleasure Store in one day.

To launch the opening of the store, a broadcast media tour was conducted with Joe Manganiello the morning of the media event with Canada’s top broadcast outlets. A VIP media and influencer launch event took place the day before the store opened to the public to continue the awareness and build anticipation. To amplify the store throughout the month of July, a partnership with Bell Media’s eTalk was secured to ensure maximum exposure. Media in the specifically targeted industries were invited to each celebrity appearance. To ensure mass reach, a media alert was put on the wire the day before and an image of the celebrity was circulated on the wire immediately following each event. The eTalk segments featured each celebrity creating their custom bar, highlighting the customization opportunity and driving viewers in-store to create their own.

136 million+ media impressions and 390+ stories were secured through print, online, and broadcast outlets. This was a Unilever Canada record for earned impressions for a three-month campaign. Through the closing party on the final day, the Toronto store broke the world record of most bars sold at a Magnum Pleasure Store in a day.