Magnum takes a lick of red velvet

The venerable Post Office on Bangkok’s Charoenkrung Road took on the appearance of a luxury hotel this week as Unilever Thai Trading introduced the latest flavour in Magnum ice cream bars.
The concept for the launch party was “Magnum Red Velvet – Hotel de Play”, a rather odd English-French hybrid, but Abhijit Kulkarni, who’s in charge of marketing for Unilever Ice Cream said the new taste represented a string of firsts for the brand.
“This is the first time that the secret recipe for red velvet cake found in bakeries has been developed as a flavour for ice cream,” he said.

“This limited edition is the result of a strong trend in pastry as seen in famous pastry shops around the world. Red velvet cake has become a best-selling item. So we wanted to bring together ice cream and red velvet cake to create Magnum Red Velvet, which is unique and delicious.”
Streaming through a turnstile at the entrance to the “Hotel de Play” were dozens of celebrities, “checking in” to three party rooms and posing for endless photos. Each of the rooms represented one ingredient in Magnum Red Velvet.
The Magnum Clubhouse had a pool filled with white balls to signify the white chocolate. The Cream Cheese Room was “upside down” and loads of fun. And the Red Ballroom had its own wading pool.
Guests got to sample Red Velvet Sushi – with ice cream atop sticky rice – Red Velvet Lava, Red Velvet Rosy in Love, Red Cotton Sky and Kiss Me Berry.
On hand were Theeradech Methawarayuth, Winyu Wongsurawat, Sirin Sriorathaikul, Preyamol Thanavisuth, Natanisha Sangkhasap Pimkarn Phuktuanthong, Pawinee Nithiwarangkul, Napasrada Kanchanacharoen, Chalisa Amornwilas, Natcha Horsajjakul, Chidchanok Horsajjakul, Pimpisa Chamanan, Pichamon Chamanan, Panusit Chamanan, Atima Himathongkam, Pimkwan Boonjitpimol, Sakrankamol Uthaisri and Kriengkrai Kietseveekul.

Also spotted were Chawanat Tanwacharaphan, Pradabduen Sawankwan, Keeta Wongkittipat, Benjarat Atthajinda, Phanupat Sanghom, Pimpatch Wacharaseree, Palida Wikitseth, Seanam Soontorn, Puntarika Phupattanapong, Wareenithi Kantpaiboon, Natthawut Trivisavaves, Ploywarin Songpakorn, Ratfah Chaichuenjit, Haruethai Chaiyan, Tarinnarat Dechataweewat, Yada Rungwattanapak and Kant Rattanaporn
Davika “Mai” Hoorne was introduced as the official presenter of Magnum Red Velvet, clad in a playful outfit created by famed fashion house Sretsis.
“This is the first time Sretsis has worked with Magnum and the first time we’ve made a costume for a product launch,” said creative director Pimdao Sukhahuta.
“The Pure White Duchess Satin Cocktail Dress is decorated with red velvet roses and crystals and, as a surprise, is two dresses in one. At first you see a ballooning cocktail dress – a Sretsis signature style – but when you pull the bow bearing the campaign slogan ‘Never stop playing’, a big red skirt is revealed.”
Magnum Red Velvet – made with cocoa, cream cheese sauce and Belgian white chocolate – costs Bt50 at 7-Eleven, Family Mart, and leading supermarkets.
Keep up with the campaign at www.MagnumIceCream.com and Facebook.com/MagnumThailand.