chuvaness
The Secret of Magnum’s success
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The secret of Magnum’s success in the Philippines doesn’t lie solely on the velvety, smooth and creamy ice cream coated with a thick layer of cracking real Belgian chocolate.
A lot of it has to do with its selection of Magnum ambassadors, who have 1.8 million Twitter followers among the six of them.
Though the total may be 2/3 of Anne Curtis Smith’s current following, the number is still significant. For as soon as the ambassadors got the go signal, they began a Twitter hashtag that immediately trended.
Soon, followers all over the country were rushing to their nearest convenience stores to buy one or all three flavors—Classic, Almond, and Chocolate Truffle.
Magnum Ice Cream - Classic - Almond - Chocolate Truffle

Eager tasters photographed their loot, tweeted it, and posted pictures of themselves on Facebook with the ice cream bar. While thousands joined in the bandwagon, some were annoyed with the trending of what they called “the social climber’s ice cream.”

Magnum

Led by main endorser Solenn Heussaff (a.k.a. the triple threat of singing, acting and painting), the ambassadors were composed of her brother, food blogger Erwan Heussaff (a.k.a. main squeeze of Manila’s darling Anne Curtis), celebrity stylist Liz Uy, socialite and hostess with the mostest Tessa Prieto Valdes, fashion designer Rajo Laurel, and creative consultant Raymond Gutierrez.

IMG_3838
L-R: Erwann Heussaff, Liz Uy, Raymond Gutierrez, Solenn Heusaff, Rajo Laurel, Tessa Valdes

Last March 14, 2012, all that tweeting and ice cream hoarding led to a huge VIP party staged by Robby Carmona and SAGA Events at Whitespace.
After a nice dinner at Mangetsu on Jupiter Street, my friends and I headed over to Pasong Tamo extension, which was unusually slowed down by traffic. After all the crowd that attended was estimated between 700-800 guests.
A massive letter M greeted us at the driveway, which had, on the left, the longest red carpet and step and repeat (photo wall) known to Manila.

Magnum launch

Magnum launch

To the right, tons of photographers, cameramen and lenses waiting for guests to arrive.

Magnum launch

The first guest I spotted was ABS-CBN President Charo Santos-Concio, whom I never see in product launches, so my impression was, woah, this is HUGE.

Charo Santos Concio

Not wishing to be photographed, my friends and I slipped behind the photographers and watched the people enter from the sideline. (We also turned down an opportunity to be photographed at the throne.)
On the red carpet: Magnum Global Team (L-R) Jessica O’Donell, Sophie Galvani, Mick Van Ettinger, May Suenikom, Vanessa Caralps

Magnum Global Team: Standing from L: Jessica O’Donell, Sophie Galvani, Vanessa Caralps; Seated: Mick Van Ettinger, May Suenikom

Divine Lee and Victor Basa

Divine Lee and Victor Basa

Meagan Young

Megan Young

Lauren Young

Lauren Young

Ces Olondriz, Nicole Andersson and Xeng Zulueta

Ces Olondriz, Nicole Andersson and Xeng Zulueta

Pia Magalona and Pia Guanio

Pia Magalona and Pia Guanio

Kim Chiu

Kim Chiu

Marco Lobregat

Marco Lobregat

Bianca Gonzalez and Magnum Brand Manager Jean Madrid

MDM_5409

Unilever-RFM CEO & Managing Director John Concepcion with Tessa Prieto-Valdes and Peachy Concepcion

Unilever-RFM Chairman and Managing Director John Concepcion, Tessa Prieto-Valdes and Peachy Concepcion

When the five brand ambassadors arrived in gray Jaguars, pandemonium ensued—among photographers, that is. That was our cue to enter the party venue, which was wrapped in video screens.
We watched as they projected Solenn Heussaff arriving in a hot red Ferrari driven by Autostrada Motore Inc.’s Executive Director, Marc Soong.

Magnum launch
Magnum launch

The Techy Romantics warmed up the party before TV commercials were screened and the ambassadors individually introduced onstage, Robby Carmona-style.

Rajo Laurel and models Olivia and Marie Ann Umali
Rajo Laurel with models Olivia and Marie Ann Umali

Models came out in black tie opening bars of Magnum

Lance Howard and models

Then a video featuring Solenn Heussaff

She finally emerged singing with backup dancers as trays of Magnum ice cream were served to guests.

IMG_3820

When German DJ Kid Fresh started to play his set, that was our cue to go home and leave the dancing to the youngsters. That was 10:30 PM.
Finally, this video by Rappler.com captures the mood.

Magnum Ice Cream is a collaboration between Unilever and RFM, mother company of local dairy giant Selecta. Through its many years in the Philippine market, Selecta Ica Cream has consistently been a major industry player—a position that will certainly be cemented with this major launch.

http://www.magnum.com.ph/

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Snapzcollections

I’ve notice na wla ng magnum sa ministop, 7/11, grocery stores atbp.. Why?

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Snapzcollections
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fiveby10eighty3

Nothing special about the taste, ripped my pocket off. Enough said.

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fiveby10eighty3

Nothing special about the taste, ripped my pocket off. Enough said.

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Guest

wow! all that for ice cream!? it’s available at safeway for $6.99CAD for three pieces/box. I have to say though, galling ng marketing pero grabe to go through all that for ice cream that you can buy at walmart and Safeway (here in N.Am.)

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Guest

Oh wow, thanks. I mean, wow. 🙂 Really, wow.

And, no, I don’t think naman magsasawa ako. I love a good argument. Haha.

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Shoeaddict2010

So what happens to this “sowshal” ice cream when the hype and novelty dies down?

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Guest

lol melona! there’s also 30-peso korean ice cream i adoooooore. hindi ko lang alam ang brand kasi di ko mabasa haha! chocolate ice cream stick with a rich, dark chocolate fudge center.

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Drquimbo

I like the video, actually. From Rappler?? Who knew!

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Guest

Wow, ang pogi nina Marco Lobregat, Victor Basa, at Erwan 🙂 Masarap naman talaga yung ice cream. Mejo mahal lang 🙂

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Pia

Ngek, only in the Philippines…

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Guest

 you are one crazy ^$%&&…eh di sana yang pa oonline mo yung electricity at yung effort mo pagttype eh nilagay mo na lang sa charity….Stupid….

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Angelique

It’s sad because the food that is really precious and has real value … is artisanal food (like handmade gelato from fresh local ingredients, made with age-old techniques and recipes). Such food is also made the same day it is consumed, always by trained experts and chefs. That’s what royals would eat. However in this city … it’s the mass-produced desserts made from frozen preserved ingredients … probably assembled in a factory months before … that’s getting all the hype. There’s no story in their P.R. on how the dessert bars are made, where the ingredients are from, provenance, savor-faire… Read more »

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Angelique

spelling correction of savoir-faire before the spelling NAZI starts shooting

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Lou Belit

Too much hype for an ice cream :-/

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Guest

“They could’ve used the money for charity and not to glamorize the fake sosyalan that is so trending in Manila” Agree about the glamorization of the “fake sosyalan”. Enough already. Stop. But the “they could’ve used the money for charity” part? Ridiculous and is a myopic view of things. Come on. They are a business. They are selling a brand and an image. Although the scale of this launch is beyond anyone has ever seen in a while, marketing (and the crazy amounts of money spent on it) is just a reality of business, especially when you’re selling consumer goods.… Read more »

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Guest

My 7 year old son looked at the pictures and asked what they were looking at. I said ice cream. he wanted to know why people were so excited over ice cream. so I said because they said the ice cream is good. but mom it is ice cream and they are going crazy for ice cream? Remember the emperor’s new clothes mom? remember? they said they really liked the emperor’s clothes but they were just going with the crowd, remember? but the emperor was really not wearing anything but everyone wanted to believe because they didn’t want to be… Read more »

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Guest

Much ado about ice cream.  When I go back to Manila this Christmas I’m buying a bunch of street children Magnums, photograph them and post it on my Facebook account. 

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Kryzzle_0309

people shouldnt compare mgnum with 
haagen dazs since there is still a big price diff. MGANDA LNG TLGA MARKETING STRATEGY NILA. and with regards to this someone saying they should have used this money to donate to charity etc. this is a big company and i believe they have ways of their own to help others in need. plus, this party is a good invest for the magnum gave them a good ROR. anyway. to those who didnt like the magnum, its ok 🙂 selecta isnt begging u to get one 😛 

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Guest

“Royal” ambassadors? Okay…

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CVS Reply:

oops! edited

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Guest

Parang pumayat si Rajo! 🙂

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literarybulimia

Chill people. It’s called marketing.

By the way, that voice over in the video? No.

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Nobody Reply:

Ditto on the VO and the Melona comment below.

Looks like the event had tons of budget but someone scrimped on the AVP.  

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Nobody

Ditto on the VO and the Melona comment below.

Looks like the event had tons of budget but someone scrimped on the AVP.  

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ryq24

magnum is good but once you taste haagen dazs, magnum taste like an ordinary chocolate bar.

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fried neurons Reply:

 Magnum and Haagen-Dazs are both mass-produced ice cream brands that are “super premium” only according to their marketing collateral.  You can buy both brands at Wal-Mart.  ’nuff said.

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Guest

 Magnum and Haagen-Dazs are both mass-produced ice cream brands that are “super premium” only according to their marketing collateral.  You can buy both brands at Wal-Mart.  ’nuff said.

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Guest

yes this is so sosyal and cheap at the same time! ansaya. 

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Guest

I never thought Magnum would be sooo soshieee…..recently nga lang just notice so many bloggers based in Manila that’s been posting about it, I was thinking to myself…am I missing something cos’ Magnum has been here in Australia for a long time na, gosh so much hoopla for an “ice block” that you can buy in a petrol station here, lol.  Pero in fairness effective ang marketing…pati ako na nasa overseas na papaisip if there’s something new nga sa Magnum 🙂

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CVS Reply:

i love the word “petrol” :))

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Guest

Awesome article Chuvaness! I bet you guys can make any product trend! Let’s try a more difficult one next time!

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guest

Wow. All for ice cream.

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Guest

Thank you C!  I appreciate it!  Too bad I did not see you!  We have to find time to sit down and chat instead of texting, bbm-ing and all that.  I miss your voice.  Tee hee!  HUGS! RAJO!

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Guest

Bea Alonzo look stunning and Kim Chiu evolved from being a cutie patootie to (now) a cartoon character. Pfft.

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Guest

Ms. Cecile, I think that was Bela Padilla (the controversial cover girl of FHM for March) and not Bea, pero magkahawig nga sila!

-E

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