Going for cool
If the mark of a good brand is a good product, the mark of a great brand is a product that becomes more than what it is. Lest we get too philosophical here, let us make it clear that we’re talking about ice cream.
Magnum owes its fame to its smooth-as-silk, luxuriously creamy ice cream covered in decadent Belgian chocolate, but part of its draw goes beyond that.
If its choice of brand ambassadors—fashion maven Liz Uy and the genetically blessed Heussaff siblings, to name a few—is any indication, Magnum is not just an ice cream, it’s a lifestyle, or at least a representation of it. It’s not just any other ice cream; it’s the cool kids’ ice cream.
Inevitably, when Magnum decided to throw a VIP party in Cebu to launch its newest and fourth flavor in the Philippines, the Choco-Cappuccino, Cebu’s cool kids (and their equally cool parents) came. Despite simultaneous events happening around town, the party venue, The Loft, was packed with guests who came bearing their Magnum VIP cards, granting them access not only to the exclusive party but also to an unlimited supply of Magnum ice cream and an open bar, both to be abused at their own risk.
As best parties go, the program, directed by the seemingly ageless Robbie Carmona, was no-fuss and straightforward, with brief welcome remarks by Magnum brand manager Brian Chanyungco followed by model-turned-singer Catriona Gray singing Adele’s “Set Fire to the Rain,” Florence and the Machine’s “Dog Days Are Over” and Flight Facilities’ “Crave You.”
She had several people in the audience asking, “Who is that girl?” and “Why have I only heard of her now?” All eyes were thus on the Australian stunner—at least until The Loft servers paraded in with trays upon trays heaped with the newly launched Choco-Cappuccino.
The party also served as Magnum’s launch in Cebu, so the brand made sure it was a big deal, flying in Magnum brand ambassadors Erwan Heussaff, Raymond Gutierrez and Tessa Prieto-Valdes as well as some token pretty faces—Bubbles Paraiso, Kelly Misa and Bianca Valerio, who must spend hours on the treadmill to be eating that much Magnum ice cream and still look that good.
The gorgeous Georgia del Rosario was also at the event with eight-year old daughter Nadia, to whom we heard a guest say, “Aren’t you too young to be out at night?” She then held up her Magnum Choco-Cappuccino. ‘Nuff said.