For Immediate Release
May 11, 2011

Ivanka Trump Hosts Canadian Red Carpet Launch
for Magnum®, the World’s Pleasure Authority
Belgian chocolate-coated Ice Cream Sensation Available Nationwide May 12

Tonight in Toronto, Ivanka Trump charmed an audience of pleasure seekers as she hosted the Canadian red-carpet launch of the Magnum ice cream bar, the World?s Pleasure Authority™. At a gathering of the city’s “Who’s Who”, she spoke of how she discovered Magnum while abroad and is pleased to help officially launch it in Canada. Developed specifically for a refined palate, Magnum is for those who decide that when it’s time to indulge, they will only indulge in premium pleasure. The evening’s guests were among the first in Canada to experience the delectable crack of the Magnum Belgian chocolate followed by the silky smooth, ice cream sensation, and now the rest of the country can also indulge as Magnum is at last available from coast-to-coast.

“If you’re a person who will only settle for the best, Magnum gives you an indulgent taste of real Belgian chocolate coated ice cream luxury,” says Ivanka Trump.

A Chic Chocolate Affair
The Canadian launch event was an exclusive affair held at a Toronto Rosedale mansion transformed into a luxurious example of the Magnum lifestyle and representative of the majesty that is the internationally renowned Magnum bar. Artful ice sculptures showcased and sampled the full range of six Magnum flavours. Elegant models painted in chocolate lace mingled and shared Magnum ice cream with special guests. Guests got a taste of the premium Magnum lifestyle with fine Champagne; cocktails representing each of the Magnum flavours; a decadent oyster bar and delectable hors d’œuvres.
Magnum also announced a special promotion that will see one pleasure-seeking Canadian win the ultimate VIP experience. Valued at $250,000, the prize includes pleasures such as $100,000 in cash; access to personal chef and limo services; international travel; a Holt Renfrew wardrobe and more.

“I will help determine who will get to live the Magnum $250,000 life of luxury – an honour that will need to be earned,” says Ivanka Trump, Magnum spokesperson. “Be warned, I hate mediocrity and believe that hard work and determination is what gets you where you want to be. I look forward to seeing your Magnum-worthy videos. Good luck!”

Consumers will create videos of themselves enjoying a Magnum bar and telling the world why they deserve to live the lifestyle of pleasure that it stands for. To make it into the top 10 finalists, they’ll need to convince Ivanka Trump and the Magnum panel that they should be chosen. Videos are to be uploaded at facebook.com/MagnumHeir

Six Sublime Selections
Worldwide, over a billion Magnum ice cream bars are sold every year and you only need to taste a Magnum to know why. The following six sublime selections were experienced at the Magnum red carpet launch, and are now available nationally:

• Magnum Double Caramel, with silky vanilla bean ice cream, enrobed in a luscious chocolatey coating, rich caramel sauce and thick Belgian chocolate;
• Magnum Classic, silky vanilla bean ice cream covered in a thick layer of Belgian milk chocolate;
• Magnum Almond, silky vanilla bean ice cream covered in a thick layer of Belgian milk chocolate with crunchy toasted almonds;
• Magnum White, silky vanilla bean ice cream covered in a thick layer of Belgian white chocolate;
• Magnum Dark, silky vanilla bean ice cream covered in a thick layer of 60% Cocoa Belgian dark chocolate; and
• Magnum Double Chocolate, creamy chocolate ice cream covered in a chocolatey coating, molten chocolate sauce and a layer of crackling Belgian chocolate.

A box of three bars has a suggested retail price of $6.99; a single bar has a suggested retail price of $3.99.

Unilever is the keeper of the Magnum legacy in Canada and uses its vast infrastructure to bring this super premium ice cream experience to pleasure seekers across North America for the first time. “We believe that a day without pleasure is a day lost,” says Gina Kiroff, Senior Brand Building Manager, Ice Cream, Unilever Canada. “We are honoured that Ms. Trump joined with Magnum to help us introduce the luxury of Magnum to Canada. Now, Canada’s premium indulgent ice cream pleasure is as close as your local supermarket. It’s time to embrace your Magnum pleasure moment.”

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For more information or to interview Gina Kiroff, please contact: Coco Frost at Strategic Objectives
Office: 416-366-7735; Mobile: 647-298-6548; E-mail: cocofrost@strategicobjectives.com
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