Luxury ice cream bar manufacturer Magnum Ice Cream is making its premiere in the U.S. market most epically. The producer of the premium ice cream products debuted the first of a trilogy of films directed by fashion magnum Karl Lagerfeld and starring actress Rachel Bilson at the Tribeca Film Festival
The first of the sensorial rich films, Photo Mood
, was shown at the IAC building in New York City last night. Simultaneously, the film was airing on Magnum's Facebook page. "Working with Karl Lagerfeld
on the Magnum film series was a once-in-a-lifetime experience," said Ms. Bilson. "Each film is a snapshot in the life of my character. I'm living out my dreams, but I'm always reaching for something more, something to fulfill my desire. That's what's great about Magnum ice cream; it reminds me how simple it is to enjoy life's little pleasures."
The three films depict Ms. Bilson's characters most fashionably. She plays a fashion model, an art student, and a famous ballerina in the three short films: Photo Mood
, Art Class
, and Applause
. In each film, Bilson's characters take a personal escape and indulge with a Magnum Ice Cream bar. Internationally acclaimed male model Baptiste Giabiconi is featured as the ballerina's boyfriend in Applause
"As one of the most popular ice creams in the world, we're thrilled to see the overwhelmingly positive reception Magnum is already receiving in the U.S.," said Brian Manning, VP of Brand Building in ice cream division at Unilever, the maker of Magnum. "With the film series, Karl Lagerfeld brought to life the remarkable pleasure that consumers in the U.S. can now enjoy with Magnum ice cream."
Magnum Ice Cream was launched in 1989. It is among the first brands to luxuriate ice cream and market it as a self-indulgent experience for adults. The special ice cream bars, which retail at $2.59 each, are offered in six flavors and are available nationwide in the U.S. And if it's good enough for Karl Lagerfeld and Baptiste Giabiconi (who posed nude for Lagerfeld as reported by Refinery29
in January) then it's good enough for us!
More than 1 billion of these ice cream bars are sold yearly. It is Unilever's top selling brand. For more information, visit www.magnumicecream.com