Unilever to launch Magnum ice cream in US

Posted by Nicole Eckersley on 21st March 2011

Unilever has said it will begin selling its Magnum ice cream range in the US next month.

The company said on Friday that the brand, which was launched in the UK in 1987, was the first hand-held ice cream “targeted as a premium adult offering” and  is now one of the “world’s leading ice cream brands, selling one billion units annually worldwide”.

Unilever is launching the range in the US with an original film series directed by Karl Largerfeld and starring actress Rachel Bilson at the Tribeca Film Festival on 21 April. Trailers for the three films will be posted on Facebook on 19 April and will be supported by a print and TV ad campaign, which will launch in late April.

Brian Manning, vice President of brand building in the ice cream division at Unilever, said: “Both Karl Lagerfeld and Rachel Bilson have an uncompromising sense of style, and are driven by their passions in life. The Magnum campaign reminds women that pleasure is theirs for the taking-they just need to reach for it.”

The manufacturer said it will sell the ice cream bars in six varieties and will be three packs for an SRP of US$3.99 or individually for $2.59.

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