MAGNUM Ice Cream, US Relaunch
MAGNUM Ice Cream launched in the US in 2010-2011. The brand, while having a large budget to do activations and partnerships against, struggled with translating their global and British voice and tone to an American one. So, for the launch of the MAGNUM Ice Cream GOLD?! bar in 2013, I was recruited in 2012 to help re-tell the story and set it up for success.
I was responsible for: looking for partnership opportunities within digital and maximizing them (Rent the Runway, Daily Candy), working with a graphic designer to conceptualize a better storyline online, copywriting, managing influencers, and working on the ground when we had events.
I re-wrote creative brief about "who" the MAGNUM Ice Cream "It Girl" actually was, created raw and authentic imagery of 'her' in and around Manhattan, and worked together with my team and graphic designer to bring that to life through our partnerships/events, and online content - this included various online content 'story' buckets such as: MAGNUM Etiquette, "It Girl" Flavors and a Polyvore-inspired look book.
- Project Roles
- Content Producer
- Golin Harris
- Adobe Photoshop, Art Direction, Celebrity, Commercial, Conceptual, Content, Content Management, Digital, Digital Tech, Editorial, Entertainment, Experiential, Fashion, Integrated, Lifestyle, Management of Teams 1-10, Social, Storyboarding, Strategy, Wrangling - Celebrities
- Branded Content
- Project Industries
- Advertising, Beauty, Beer, Beverage, Entertainment, Fashion, Luxury, Packaged Goods