Delicio Benecio sells ice creamio
UPMARKET ice-cream brand Magnum has roped in award winning actor Benicio Del Toro (left) to launch its latest offering, Magnum Gold, onto the international market. The first ads will be coming to a TV screen near you tomorrow and will be supported by a €1m Irish marketing campaign.
"Glittering, precious, cold and highly desirable, Magnum Gold shares many characteristics with the real thing," says Magnum's senior brand manager Colette Coughlan. "Only a prestigious and classy actor like Benicio could communicate how desirable it is."
The Irish marketing effort will include TV, cinema, outdoor and PR.