Desperate Housewives star Eva Longoria has signed up with Unilever to be the face of the Magnum ice cream brand for its 2008 advertising campaign.
The high-profile activity includes promotion of the new Magnum mayan mystica, which is inspired by the ancient origins of chocolate. It is a premium chocolate ice cream coated with milk chocolate, and blended with cinnamon, honey and nutmeg flavours. Rrp is £1.10 for singles and £2.79 for a 3x110ml multipacks.
Unilever has also launched Magnum Minis, which are half the size of a standard Magnum and are aimed at getting customers to eat a little bit of Magnum more often. Available in multipacks of six with a rrp of £2.99, there are three flavour combinations: chocolate & strawberry; classic, white & almond; and double caramel & double chocolate.
According to Unilever, Magnum is currently worth more than £75m and saw sales grow 3% in 2007 despite poor summer weather which hit the ice cream category hard.