Magnum gets a 'subtle edge' banking on Rebecca Minkoff tie-up this holiday season

Magnum and global fashion retailer Rebecca Minkoff have come together to launch a joint campaign for the year-end holidays. Magnum's spokesperson told MARKETING-INTERACTIVE that this campaign comes as part of the brands' long-standing partnership since 2016. "Their playful and subtly edgy designs are a perfect complement to Magnum. Since then, we have continued to collaborate with Rebecca Minkoff on other Fashion Week activations, and now with this campaign in Singapore as well," the spokesperson said.

As part of the campaign, the first 60 customers to Rebecca Minkoff’s flagship store at Ngee Ann City each day from 10 to 12 December and 18 to 19 December 2021 will stand to receive a free Magnum ice cream and a SG$50 discount on the retailer's latest holiday collection. Banking on the power of user generated content, shoppers are also encouraged to take a picture of the store, share the photo on Facebook or Instagram.

At the same time, the first 45 shoppers to spend at least SG$350 on Rebecca Minkoff’s merchandise each day will receive a limited edition Magnum XXL beach towel. According to a separate statement by Magnum, the two-metre beach towels were first launched last year amidst stringent social restrictions across the globe, providing its consumers a safe one-metre distance away from other people. This year's collection saw Magnum work with both established and up and coming talents - Franck Pellegrino from Paris, Magnus Vol Mathiassen from Norway and Shawna X from New York - to depict their interpretation of pleasure, as well as the iconic silhouette of the Magnum ice cream. 

Additionally, Magnum and Rebecca Minkoff will be giving away two limited edition Luxe Holiday bundles with a Rebecca Minkoff bag, a Magnum XXL designer beach towel and Magnum ice creams. According to Magnum, the campaign will be marketed primarily on Rebecca Minkoff Singapore’s Facebook channel, as well as through a series of influencer engagements. 

Lifestyle influencer Hailey Teo will also host an Instagram livestream on 9 December to share more about the latest collection and the available in-store promotions and giveaways during the campaign.

"Rebecca Minkoff will also be working with other key fashion and lifestyle influencers to inform their fans about how they can join the Luxe Holiday bundle giveaway and end the year on a sweet note," Magnum's spokesperson said.

Separately, Magnum partnered with renowned Netflix show Money Heist last month to bid a sweet goodbye to "La Banda" - the show's iconic band of criminals- in the second part of the show's final series. Magnum said in a media statement that the collaboration seeks to pay homage to the final heist with a sweet send off, with an array of deals and offerings exclusive to pleasure seekers and Money Heist fans in the Singapore and Malaysia markets. In Singapore, five curated Magnum Ice Cream bundles with Money Heist merchandise will be retailed exclusively on GrabMart until 12 December 2021. 

Meanwhile, Malaysia has a slightly different strategy where fans can also look forward to a secret goodbye message from La Banda. Fans will have to come together to solve over 3,000 puzzles, pixel by pixel, to unlock a hidden message from the crew to stand a chance to win show memorabilia, including replica gold bars, iconic red jumpsuits, and Dali masks. The curated Magnum Ice Cream bundles in Malaysia will also be available via eCommerce and food delivery platforms such as Foodpanda, Grab, Lazada and Shopee. 

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