Tag Archives: rich

Magnum (P.I) fans hunt for Holland dress

29 Mar

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I can’t remember the last time I had a Magnum. Lent aside, it’s a premium product for premium people. I’m more of a Cornetto girl.

But, to celebrate Magnum’s 25th birthday, Unilever – the company behind the Ambu-lunch PR stunt – has teamed up with fashion designer Henry Holland to create a limited edition ice-cream themed party dress.

Holland came up with a 60s-inspired patterned shift dress. But, don’t worry if you think it looks like a glamourous safari outfit. I thought the same at first glance. It’s meant to resemble the ‘iconic crack of Magnum chocolate, revealing the rich ice-cream beneath’ – not a giraffe.

The best thing about this £5,000 fashion collection is that Magnum’s made one of them entirely out of chocolate, handcrafted by three experts, truly making it good enough to eat.

As part of the promotion, Holland is giving away 25 dresses to Magnum (P.I) fans who crack the code by successfully following a set of clues across its social media sites.

It’s a great effective ‘quick win’ promo mechanic for the brand:

1. Celeb-studded launch event
Kimberley Garner, Vanessa White and Gizzi Erskine were just some of the famous faces at Magnum’s party, held at Home House.

Celebs guarantee coverage which is why the event secured ‘Daily Mail Showbiz‘ style coverage (crem de la crem).

2. Exclusive Giveaway
Who doesn’t love a freebie? Magnum’s decision to encourage fans to ‘crack’ the code to win one of the dresses is a no brainer and will see people flocking to follow, like and pin its profiles at the same time.

3. Advertising
It’s underpinned the campaign with TV ads, which is perfect timing as the sun pops its head out of the clouds for the first time in months. So, even if you don’t know about Holland’s design then you should know Magnum has something to celebrate.

The only thing I’d ‘bolt on’ to the campaign is bloggers.

Magnum could’ve recruited fashion bloggers, or even a top magazine, to collaborate with Holland during the creative process to secure additional coverage.

Alternatively, it could’ve asked them to design a dress that’ll represent Magnum in 25 years time and time capsule that bad boy. Then you’ve got a PR story and a 50th birthday present.

Happy birthday Magnum… and you’re welcome.

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Is Dulux’s campaign a bit dry?

7 Feb

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It’s safe to say that PRs are a tough bunch that can promote anything: people, places, things. Essentially, we’ll try and get coverage for any noun – and that now includes colours.

Dulux’s campaign, featuring Girls Aloud star Nicola Roberts promoting Indigo Night, its shade of year, launched a couple of weeks ago and has so far secured some great coverage, including: The Sun, Daily Mail and Grazia Daily.

You can argue that the campaign’s got credibility: a group of colour and trend experts got together and predicted that this rich indigo colour would take the year by storm and appear on every wall in the country (sort of).

But, in spite of securing plenty of coverage across national and consumer press, it’s always productive to highlight areas of improvement. After all, there’s always next year!

Rather than a series of ‘boring’ analysts that no journalist felt was worth naming, Dulux should have considered a consumer poll. Yes – the papers are saturated with research stories but that can only mean one thing. Journalists enjoy writing about them and we still enjoying reading them.

This data – focused on consumers’ decorating habits, how they choose colours and their preference of hues for different rooms etc – would’ve not only provided Dulux with a series of news hooks to drip feed throughout the year, but also invited the need for experts to comment on the findings (roll out interior designers and fashionistas etc).

The campaign could’ve also avoided being a ‘one-hit’ wonder by showcasing four colours to take consumers through the year – backed by four celebrities. Sensual Indigo Night to take us through winter, Duck Egg Blue for spring… You see where I’m going through this. Why stop at one spike of coverage?

Lastly, a PR stunt involving Nicola (chosen for her elegance, strength and quiet confidence) could’ve tied into the campaign giving Dulux a ‘big reveal’ story by launching at high-profile events, such as the Ideal Home Show or Grand Designs Live later in the year.

Now, I’ve had my 2p worth. I just need to wait for Dulux’s call because obviously they’ll want to work with me next time.

Have I missed anything? What are your ideas?

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