Ice cream brand Magnum is coming to the U.S. in April. For its debut, the brand has partnered with fashion designer Karl Lagerfeld and the Tribeca Film Festival.
Lagerfeld is creating a three-film series — Photo Mood, Applause, and Art Class — starring Rachel Bilson, which will premiere at the film festival. (Magnum is a sponsor of the event.) The “lead film” will also debut on Facebook simultaneously. The first trailer for the movie will appear on Facebook on April 19.
Bilson will be starring in the print and TV ads for the brand as well, with Lagerfeld shooting the print ads. There will also be an app and other social media activity, plus a partnership with Polyvore, an online fashion community.
The films have Bilson playing a model, a ballerina, and an art student. She’ll have to channel her inner De Niro, as she’ll be eating Magnum ice cream bars for the roles although models and ballerinas aren’t necessarily known for indulging in such things. Lagerfeld is also an interesting choice since he famously lost 80 pounds and wrote the weight loss book The Karl Lagerfeld Diet. They might take a pass, but viewers at the Film Festival will get a sneak taste of the bars.
In a statement, Brian Manning, VP of brand building for Unilever’s ice cream division focuses on the “discerning consumer” who would eat Magnum ice cream. A spokesperson for the campaign also ties the campaign to the “Magnum lifestyle” and a “pleasure-seeker” midset. Magnum is a 22-year-old Unilever ice cream brand targeting adults.
GolinHarris is working on the Magnum launch.