A fashion designer for an ice cream brand celebrating its 25th birthday! Sounds far-fetched? But that is exactly what Havas Media Group decided to do for Unilever’s ice cream brand Magnum — initiating a campaign to reach out to a select luxe audience and helping Magnum to celebrate in style.

The event included an exclusive party in Cannes, mid-2014, along with the launch of three temporary stores in Rome, Naples and Milan.

With luxury brands trying to reach out to consumers in creative new ways, the media division of the global marketing and communications group, Havas, tried out something different.

As Anandip Misra, a media and marketing executive said, though considered a niche category, luxury goods are a hot commodity and brands are doing all they can to connect with a growing audience.

Once dominated by middle-aged affluent buyers, the luxury market is now seeing younger shoppers splurging on limited edition products or the latest collection by an emerging designer. Havas Sports and Entertainment, part of the Havas Media Group, activated an integrated communication plan. Fashionistas from the world were invited to the event in Italy, where guests were treated to a night of chocolate decadence, fashion highlights and other programmes.

The event involved emerging designer Rossorame, who designed a capsule collection. Havas Sports and Entertainment also involved fashion house Dolce & Gabbana to create a package for the brand. An exclusive recipe was created, which went on sale in Europe post-event.

Also, the brand gave singer Kylie Minogue a special look.

Besides, Havas’ campaign for Magnum Pleasure Store 2014, where visitors could customise their ice creams, won the Silver award at the IMC European Awards 2014 in the Event Marketing category. Suzie Warner at Havas Media Group said the firm was also awarded by International Events and Relational Strategies GrandPrix.

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