Industry Updates

NEW Magnum Gold?! is as Good as Gold

17 Sep 2010

Benicio Del Toro teams up with Magnum to launch biggest campaign yet

Magnum ice-cream has launched a new variant called Magnum Gold?! To celebrate the worlds first ever golden ice cream on a stick, Magnum has teamed up with the Academy Award and Golden Globe winning actor, Benicio Del Toro and Hollywood film director, Bryan Singer, to deliver an impressive 360 degree campaign, including TV and outdoor advertising, PR, on-pack and digital promotions.

For the midas touch, the campaign also includes an exciting in-store promotion where Magnum will be giving away limited edition Magnum gold coins valued at R5 000 each and one lucky entrant will win five 100g gold bars valued at R200 000.

Bhavna Maharaj, Brand Manager Magnum, commented 2010, the year which marks the launch of Magnum Gold?!, is set to be a hugely exciting year for Magnum. We have teamed up with an A-list Hollywood actor and a world renowned film director to help turn the launch into a first class campaign. Working alongside such a prestigious name as Benicio Del Toro has been a huge honour and we have thoroughly enjoyed seeing him in action to help bring our heist campaign to life.

Best known for the pneumonic sound of the cracking chocolate when someone bites into the ice-cream, Magnums 2010 campaign is based around one integrated idea The heist - NEW Magnum Gold?! is as Good as Gold

Bryan Singer, the American film director and producer of The Usual Suspects, the first two X-Men films, Superman Returns and the popular TV series House, will be directing the series of Magnum TVCs so consumers should expect nothing short of Hollywood genius.

The advertising campaign which features Magnum Gold?! and Magnum Minis, is told with the cinematographic language of a Hollywood movie trailer. In this case, an action movie set around a great robbery whereby Benicio Del Toro and his glamorous sidekick attempt to uncover a staggering 75 million pieces of gold.

But South Africans dont need to plan a heist to obtain the real deal. All they need to do is enter the most desirable competition in retail. Entry into the Crack the code promotion is done by purchasing any Magnum ice cream variant and texting the unique code found on the ice cream stick to 35650 or enter by visiting  

South Africans will also have a once-in-a-lifetime opportunity to star alongside actor, Benicio Del Toro, in a series of tongue in cheek heist scenes on  Magnum developed the exciting digital campaign which gives consumers the unique opportunity to appear in a fast-paced, action packed film sequence alongside one of Hollywoods greatest actors, Benicio Del Toro. Through simply sending a photo of themselves via the website, Magnum will turn them into a budding movie star.

Magnum Gold?! is made from Rich vanilla ice cream swirled with delicious caramel, dipped in golden milk chocolate.

Magnum Gold!? is currently in store and retails for R14.00 each for the Impulse Single Serving and R49.99 for the Magnum Mini variants.

Notes to Editors:

  • Magnum Gold?! is the worlds first golden ice cream on a stick.
  • Magnum Gold?! will be available at all leading retailers from 30 August 2010
  • The recommended retail selling price of Magnum Gold?! Impulse Singles (110ml) is R14.00

About Magnum & Benicio Del Toro
Launched in 1987, Magnum was the first hand held ice cream targeted as a premium adult offer. Today, Magnum is one of the world's leading ice cream brands, selling around 1 billion units annually worldwide and it is the biggest brand of Unilever ice creams.

Magnum, the original ice cream brand synonymous with indulgent pleasure, has appointed A-list Hollywood star, Benicio Del Toro, star of Traffic, Che, Sin City and 21 Grams, as the spokesperson for the brand for 2010. The campaign will run across numerous markets worldwide and will feature TV, outdoor and press adverts, point of sale materials, a high profile extensive PR campaign and a broad digital campaign beyond a usual campaign site.

The new Magnum TV adverts have been directed by one of the most successful film directors in Hollywood, Bryan Singer, and star both Benicio Del Toro and Caroline de Souza Correa.

About Bryan Singer
Hailed as one of the film industry's most exciting and provocative new talents after the huge success of The Usual Suspects, starring Benicio Del Toro, Bryan Singer has become one of the most successful film directors in Hollywood. Since then, Bryan Singer has directed the summer 2000 blockbuster, X-Men, the even more successful 2003 sequel, X2: X-Men United, and Superman Returns. In television, Bryan directed the pilot and serves as an executive producer on the Emmy and Golden Globe award winning Fox television series House, starring Hugh Laurie, which is consistently among the top 10 shows on television. Bryan Singer has recently directed the new series of Magnum TVCs for Magnum Gold?!, Temptation and Mini told with the cinematographic language of a Hollywood movie trailer.

About Caroline de Souza Correa
Brazilian born actress, Caroline de Souza Correa, made her film debut in the Australian movie, Go Big, before appearing in Star Wars Episode III: Revenge of the Sith and as Jamie Foxxs girlfriend in the film Stealth. De Souza Correa has also worked on The Fast and the Furious: Tokyo Drift and David Mamets Redbelt.

About Magnum Mini
Magnum Mini is available in the following flavours, each pack containing 6 delicious Magnum Minis for your enjoyment:

  • Almond
  • Classic/Almond/Mint (A mix of 2x each flavour per pack)
  • Mint
  • Classic
  • White Almond
  • NEW Gold?

About Magnum
Launched in 1989, Magnum was the first hand held ice cream targeted as a premium adult offer. Today, Magnum is one of the world's leading ice cream brands.

Distributed by:             
Sian Bailey
Publicity Diva
Hello World Agency  
0861 243 556

On behalf of:               
Bhavna Maharaj
Brand Manager
Ola Ice Cream
Unilever South Africa (Pty) Ltd