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Magnum, the global leader in premium ice cream within the Unilever portfolio, has announced the official launch of the Magnum Signature range at the House of Magnum VIP experience in Cannes. The high-profile event, which brought together international fashion designers, cultural tastemakers, and global celebrities, marks a strategic effort by the brand to merge the worlds of haute couture and luxury food, elevating the frozen dessert category into a primary lifestyle and fashion statement.

The debut is headlined by two new premium flavour profiles, Magnum La Pistache and Magnum La Peche, which are designed to capture the rising consumer demand for sophisticated, high-texture, and globally inspired treats during the peak summer trading window.

Cannes Brand Transformation and Couture Alignment

In a highly competitive ice cream market, establishing deep emotional connections with lifestyle consumers requires brand activations that go far beyond traditional advertising. By establishing the House of Magnum as a dedicated fashion and lifestyle hub during the Cannes festival, the organisation is successfully transitioning its brand assets into luxury cultural territory.

The launch began with the debut of the House of Magnum Collection, featuring 15 custom designs from eight international fashion designers. These creations were directly inspired by the colour palettes and sensory experiences of the new Signature range and classic Magnum flavours, illustrating how food design can actively influence contemporary style.

The event’s premium credentials were reinforced through the presence of highly influential tastemakers. Law Roach, serving as the brand's Taste Architect, established the evening's creative direction, whilst supermodel Heidi Klum was unveiled as the first-ever Magnum Muse. Klum’s custom Sophie Couture gown, designed with a chocolate-brown cracked overlay, served as a direct visual homage to the iconic "first crack" of a Magnum ice cream, demonstrating a seamless integration of product characteristics and high fashion.

Technical Formulation of the Signature Range

The Magnum Signature range represents a significant research and development milestone, focusing on delivering a multi-sensory experience that bridges the gap between artisanal gelato and industrial-scale convenience.

Key technical attributes include:

• Textural Contrast: The range pairs smooth, indulgent gelato bases with the signature thick cocoa coatings that have defined the brand's identity for decades.

• La Pistache: This variant leverages the massive global trend for premium nut-based flavours, blending a rich, roasted pistachio-style gelato base with a crackly milk chocolate shell.

• La Peche: A fruit-forward, vibrant peach formulation designed to offer a lighter, refreshing contrast to the brand's historically heavy dessert options, catering directly to the summer socialising occasion.

By pairing these artisanal flavour profiles with couture-level attention to detail, Magnum is targeting the "permissible indulgence" market, justifying premium retail pricing by elevating the everyday snacking moment into an experiential ritual.

The House of Magnum VIP afterparty functioned as a high-velocity engine for global social media engagement and first-party brand awareness. The guest list featured some of the most visible names in music, fashion, and film, including Halsey, Adriana Lima, Lucien Laviscount, Barbara Palvin, and Dylan Sprouse.

By structuring the event around high-vibrancy DJ sets and live performances from artists like Angele, Andy 4K, Adele Castillon, and The Blessed Madonna, the brand successfully captured the attention of social-media-active Gen Z and Millennial demographics. This "experiential" marketing approach is designed to drive massive user-generated content, bypassing traditional consumer ad-fatigue and establishing the brand as a key cultural facilitator.