With its stellar DNA, Magnum could only be a hit. The marketing whizzes at Selecta jazzed up the product with a selection of Magnum ambassadors who have millions of Twitter followers, thus generating “word of tweet.”
The much-awaited Magnum launch was one highly glitzy affair, truly a celebration of an excellent marketing campaign. Manila’s brightest and hottest stars came to Whitespace to celebrate in Oscar-glamour style.
A huge, illuminated “M” marked the start of the longest photo wall ever mounted in the country. Top celebrities and countless beautiful people walked down the long red carpet, sending the paparazzi into camera-flash frenzy.
Inside, excited guests watched a giant, panoramic screen as the glitterati arrived, riding stunning Jaguars and even a flaming red Ferrari. First to arrive were fashion maven Rajo Laurel and me, onboard a silver-gray Jaguar.
In the sea of photographers, I spotted my fave chronicler Girlie Rodis. Others may have bigger or more expensive cameras, but no one beats Girlie’s speed from click to web.
Arriving in the next Jag were the other Magnum brand ambassadors: food blogger Erwan Heussaff (aka the main squeeze of Twitter Princess Anne Curtis), celebrity stylist Liz Uy and creative consultant Raymond Gutierrez.
Great news
Heading the Magnum diplomatic corps was sexy and talented star Solenn Heussaff. She made her dramatic entrance in a red-hot Ferrari driven by none other than Autostrada Motore’s executive director Marc Soong himself. Her dad, Louis Heussaff, told me the great news that Solenn had won the Best New Movie Actress Award at the recent Star Awards.
On hand to welcome us was Paul Polman, chair of Unilever Global, who flew in just for the launch. I’m sure he was impressed with the show we put on, as the creative team of Raymond Gutierrez and director Robbie Carmona had the brand ambassadors sashaying on stage against a moving backdrop of favorite scenes.
A gorgeous model then handed me a Magnum bar—luckily it was my fave Almond! The others got their choices as well, either Classic or Chocolate Truffle. It’s hard not to love them all, as Magnum is the ultimate sensorial experience—velvety ice cream coated with real Belgian chocolate. It’s all such a hedonistic experience, really.
Watching proudly was Selecta head John Concepcion, the marketing genius behind the Magnum launch. With this latest feather on his Selecta cap, John is truly cementing Selecta brand leadership in ice cream throughout the country.
After the main launch, the party continued with international DJ Kid Fresh, who flew in from Germany to spin for the guests. Check chuvaness.com for videos and photos of the entire launch.
It was all so marvelous that I almost want to use the word “titanic” to describe the magic of it all. Anyway, these days the word no longer connotes icebergs but instead means box-office success.
3D re-release
In fact, the blockbuster movie “Titanic” is set to be re-released next week, in full 3D. Warner Bros. held the premiere this week at London’s Royal Albert Hall, with Kate Winslet looking as young as she was in 1997, when her lead role as Rose shot her to fame. She was stunning in a black silk, Jenny Packham gown with Swarovski crystal cap sleeves, accessorized with a retro hairdo and vintage jewelry.
Bookie Soliven, head of Warner Bros. Philippines, always invites us to their premieres, and he told us that “Titanic” will have its Manila premiere in a few days. We caught up at the premiere of “Wrath of the Titans,” now showing in 3D at the Mall of Asia’s IMAX Theater. From watching this Grecian epic in 3D, I can only say that “Titanic” in 3D should be a must-see.
I remember watching the original “Titanic” just before delivering my daughter Annika, now fourteen. She just graduated grade school from Assumption San Lorenzo yesterday, and is now headed for new adventures.
Her sister Athena also had her Moving Up Day last week, and our whole family celebrated at the Alpha Restaurant, at the sixth floor of the beautiful, blue-glass building outside Dasmariñas Village, the Alphaland Southgate Tower.
Chef Billy King made a delicious menu to celebrate the girls’ milestones. My dad Alex had an authentic beef carpaccio to start off his meal, and Chef Billy explained that the recipe harks back to his roots learning from the great chefs of Europe.
Impressive new resort
On hand to say hi to us was Alphaland CEO Bobby Ongpin, who promptly urged Dad to fly to his latest project, the Alphaland Balesin Island Resort off Quezon province. Of course, Dad was only too happy to do so, and went the very next day!
Afterward, Dad told me that the island is so impressive, starting with the first-class concrete runway that greets you when your private plane lands. The clubhouse and swimming pool facilities are almost all completed, and the island will already be receiving members in their villas this Holy Week break.
In fact, the only question is, can the Balesin members get Magnum Ice Cream on the island?
Follow Tessa on Twitter @tessavaldes or e-mail her at seaprincess@inquirer.com.ph.