Magnum is celebrating its 25th birthday locally by launching its very own Brand Mbassador, Ira Losco, who will promote the brand over the next two years.

“Ira is an all-round performer with star qualities and this is why we’ve chosen her to be the face of our brand for the next two years,” said brand manager Elaine Brincat during the VIP after-party of An Evening with Ira Losco & Friends, in Valletta.

“We’re really excited to have her on board and we look forward to working with her and supporting her work over the next two years.”

Using high-profile celebrity endorsements and short film montages to sell its ice cream is a favourite marketing strategy for the Unilever brand. In 2008, Desperate Housewives star Eva Longoria was cast in a series of adverts to endorse the brand, and this year pop princess Kylie Minogue helped celebrate Magnum’s anniversary at the Cannes film festival.

Magnum, one of the world’s leading ice cream brands selling more than two billion ice creams annually worldwide, is the biggest brand of Unilever ice creams.

As part of this year’s celebrations, it has relaunched its iconic Classic range – Magnum chocolate ice cream. Magnum is also proud of its collaboration with the Rainforest Alliance, recognising the sustainable and responsible sourcing of cocoa.

Magnum is a part of the Wall’s range of ice cream, imported and distributed locally by M&Z (Marketing) Ltd.

www.mz.com.mt