By James Quilter, Promotions & Incentives, 09 May 2008, 10:30am

Magnum to launch on-pack promo as part of £7m push

LONDON - Unilever ice cream brand Magnum is revamping last year’s holiday breaks on-pack promotion as part of its £7million summer marketing push.

The campaign, which features brand ambassador Eva Longoria, offers 83 “VIP” weekends in Paris, Venice, St Tropez and Monaco. It will launch on 3 June and run until the end of the year.

Magnum has retained the same mechanic as last year. A unique code will be on each ice cream stick which can be entered either by text or online. The brand will be giving away a holiday every week from 3 to 30 June and 1 September to 28 December, and one a day from 1 July to 31 August.

Earlier this year Longoria fronted a Magnum TV campaign for its new Mayan Mystica flavour ice cream. The ad features the Desperate Housewives star in a Mayan temple “unlocking the secret of ice cream indulgence.”