MAGNUM the brand well known for its premium
chocolate ice cream which is associated with lux-lifestyle recently launched
the Celebrate Chocolate Pleasure campaign. The campaign was launched to
strengthen Magnum’s positioning as a chocolate expert that uses the finest and
most divine quality of Belgian chocolate in its ice cream.
We had an awesome night, thanks to Magnum
“Tonight
marks a new milestone for MAGNUM as
we celebrate chocolate Pleasure with the unveiling of the all-new packaging
design for Magnum’s signature flavors - the Classic, Almond, Chocolate Brownie
and Gold”, said Mr Herry Budiazhari, Marketing
Director of Unilever (Malaysia) Holdings Sdn Bhd.
L
to R - Herry Budiazhari (Marketing Director,
Unilever (Malaysia) Holdings Sdn Bhd & Dato Farah Khan (Creative director,
Farah Khan)
“Magnum further celebrates chocolate pleasure
with a fashionable re-launch. What do you get when chocolate decadent meets the
finest aesthetic of fashion creations? Certainly a unique yet exciting fashion
collaboration between MAGNUM and Farah Khan, an international label
whose brand DNA showcases versatility in every luxurious, bold and glamorous
statement creations. The unique collaboration features hand beaded dresses
creations inspired by the five flavours of MAGNUM
ice creams”, he further added.
L to R - Herry Budiazhari (Marketing Director, Unilever (Malaysia) Holdings Sdn Bhd & Dato Farah Khan (Creative director, Farah Khan)
“The idea of
combining chocolate with art, interpreting into fashion pieces is a brilliant
collaboration. It has given me great pleasure to be part of this collaboration.” quoted Dato’
Farah Khan.
Regarded as a style icon and known for creating
inspiring fashion pieces, Dato’ Farah Khan created The Pleasure Seekers Collection.
The special capsule collection inspired by MAGNUM Ice Cream’s 5 iconic and unique flavours
– the MAGNUM Gold, MAGNUM Classic, MAGNUM Almond, MAGNUM
Chocolate Brownie and MAGNUM
Chocolate & Strawberry. The one-of-a-kind collection infuses MAGNUM Ice Cream’s decadent richness
with FARAH KHAN’S distinctive design
vision. Effortlessly glamorous, the exclusive pieces were brought to life by FARAH KHAN’s signature delicate beads and
embellishments that were hand-sewn, bead-by-bead to ensure each piece is as
beautiful as its craftsmanship.
The collection was
debuted with a grand entrance of Precious Gold, a stunning creation
inspired by MAGNUM Gold.
The dress was designed with hand-embroidered antique
gold beads in swirling light and dark hues. The exquisite detailing of the
design amplifies the attitude of MAGNUM
Gold - delightful and utterly divine.
The next FARAH KHAN piece - Luscious Chocolate & Strawberry
was inspired by the luscious flavour of the MAGNUM Chocolate & Strawberry, swirls of hand-sewn adornments
in golden brown compliments the stunning piece with a glamorous allure. The
sumptuous sparkle replicates the sheer delight of the MAGNUM indulgence.
The rich taste of the
MAGNUM Chocolate Brownie inspired FARAH KHAN’s creative team to invent Luxurious
Chocolate Brownie, the third look which is a delicious piece,
delicately crafted and drenched with glorious matte and shiny rich brown beads
and embroidery.
The fashion show
continued with Heavenly Almond, a FARAH KHAN number that is inspired by the texture symphony of the MAGNUM Almond. Carefully hand-beaded by
artisans around South East Asia, a mixture of matte and shiny brown chocolate
beads and specks of frosted bronze embellishments adorn this inimitable piece.
For the fifth look, FARAH KHAN wowed the crowd with Irresistibly
Classic. Inspired by the all-time-favourite MAGNUM Classic featuring shades of opulent bronze were used by the FARAH KHAN creative team to mirror the
smooth and silky Belgian Chocolate coating of this iconic favourite.
The highlight of the
event was the fashion show finale, where models in the 5 signature creations
each made their appearance with the MAGNUM
ice cream which inspires their look together with Mr Herry Budiazhari, Marketing Director of Unilever (Malaysia) Holdings
Sdn Bhd and along with Dato’ Farah
Khan, Creative Director of Farah Khan.
The event also marked
the unveiling of an all new packaging of MAGNUM
Ice Cream during the event. The new packaging
design symbolizes Magnum’s brand image as the pioneer of chocolate expertise
and ice cream by introducing fresh and exciting ice cream product innovations.
The contemporary design features a bold and distinctive presence of the ‘M’
logo and the famous Belgian Chocolate Crack.
Aside to the five
signatures hand beaded creations, The Pleasure Seekers collection also
featured five MAGNUM inspired FARAH KHAN sweatshirts. FARAH KHAN’s creative team gave a quirky
edge to the brand’s classic sweater with embellished letters on each sweatshirts.
During the Fashion show, the models paraded together with the MAGNUM Precious Models created by FARAH KHAN. The MAGNUM ice cream replicas were exclusively created by FARAH KHAN for MAGNUM Pleasure Stores Malaysia of which Magnum Kuala Lumpur is the
first pleasure store in the world with two infinity bars.
L
to R - Yuri Wong (Producer) & Xandria Ooi (Celebrity)
A crowd of
celebrities and socialites were present during the grand opening of Magnum
Kuala Lumpur including the likes of Serena C, Yuri
Wong, Lexie Rodriguez, Chef Wan, Will Quah, Linora Low, Sherson Lian, Dennis
Lau, Rozie Mastor, and Datuk Kelvin Tan.
L
to R - Whulandary Herman (Miss Universe Indonesia
2013), Yan Liang Hu (Miss Universe China 2013) Datuk Kelvin Tan (Director of
Miss Universe Malaysia Organization), Carey Ng (Miss Universe Malaysia 2013
& Presence National Director of Miss Universe Malaysia Organization) &
Lalitha Ramesh (Miss Universe Malaysia 1st Runner Up 2014)
The glamorous evening
also witness the presence of Whulandary
Herman (Miss Universe Indonesia 2013), Yan Liang Hu (Miss Universe China 2013)
Carey Ng (Miss Universe Malaysia 2013 & Presence National Director of Miss
Universe Malaysia Organization) and Lalitha Ramesh (Miss Universe Malaysia 1st
Runner Up 2014).
L
to R – Serena C (TV personality), Lexie Rodriguez
(TV personality) & Rozie Mastor (Socialite)
At the Magnum
Celebrates Chocolate Pleasure experiential corner, guests were invited to
personalize their Magnum 3D chocolate bar and are pampered with Magnum inspired
manicure session. It’s certainly a celebration as Magnum Celebrates Chocolate
Pleasure in an up-tempo evening featuring the finest selection of Soulful House
music by House music princess DJ Jazelle.
It’s a celebration! Magnum Celebrates Chocolate
Pleasure in an up tempo evening featuring finest soulful house music by DJ
Jazelle
The event also marked the kick-off
of the Magnum Celebrates Chocolate
Pleasure campaign which will be continued through a series of activities at
One Utama from the 20th till 24th May 2015 and a
digital hunt using Google street view to locate the exclusive pieces designed
by FARAH KHAN. Winners of the
digital hunt will walk away with a Magnum ice creams inspired dress or the
sweatshirts designed exclusively by FARAH
KHAN. Consumers can log on to www.magnumpleasurehunt.com.my to join the contest and win the exclusive pieces. Three
of the five hand beaded dresses will be displayed at Magnum Kuala Lumpur and
the remaining two will be displayed at Magnum Putrajaya until June 2015.
The
new Magnum ice cream is now available at all leading supermarkets,
hypermarkets, convenience stores, and petrol marts; and will be available
individually for the suggested retail price of RM4.00 per piece for core range
and RM4.50 per piece for Magnum Gold.
For more information on the campaign,
log on to Magnum’s Facebook Page at www.facebook.com/Magnum.
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