The curated Magnum Ice Cream bundles in Malaysia will also be available via eCommerce and food delivery platforms such as Foodpanda, Grab, Lazada and Shopee. Fans will have to come together to solve over 3,000 puzzles, pixel by pixel, to unlock a hidden message from the crew to stand a chance to win show memorabilia, including replica gold bars, iconic red jumpsuits, and Dali masks. Meanwhile, Malaysia has a slightly different strategy where fans can also look forward to a secret goodbye message from La Banda. We are thrilled to have a part in this exciting adventure and hope that even as the heist comes to an end, we can sweeten the moment for fans everywhere and help them keep the spirit of resistance alive,” said Ellen Yap, marketing manager of Unilever Foods & Refreshments, Magnum, said. “ Money Heist is a truly exceptional series that has stolen hearts all around the world. Money Heist fans can also look forward to a brand-new AR filter on Instagram, where they will be able to don the jumpsuit and mask and indulge in Magnums to reveal a sweet goodbye message from La Banda. A quick check on Instagram by MARKETING-INTERACTIVE showed that Soh Pei Shi's giveaway has already ended. Goodies will include show memorabilia, including replica gold bars, iconic red jumpsuits, Dali masks and tote bags, and Magnum ice creams. Magnum also worked with lifestyle influencers in Singapore such as Soh Pei Shi and Xiao Ming to host giveaways during the campaign period. The majority of these stores are offline businesses, such as neighbourhood mom-and-pop shops and ice cream carts, so that they are able to leverage on Grab’s platform and technology to generate more sales and support their livelihood as we move towards a future of digitalisation," the spokesperson added. "Orders are then fulfilled by Unilever retailers located closest to the consumer. GrabMart was also chosen to ensure that its products, including its limited-edition Money Heist merchandise, are "widely, easily and safely accessible to all", the spokesperson added.Ĭurrently, Unilever has also set up virtual Unilever Ice Cream stores on the Grab app, which provides the platform's users instant access to their favourite ice cream brands. In Singapore, five curated Magnum Ice Cream bundles with Money Heist merchandise will be retailed exclusively on GrabMart until 12 December 2021. A spokesperson from Magnum told MARKETING-INTERACTIVE that GrabMart was chosen as the exclusive retailer for the campaign in Singapore due to its wide-range partnership with Magnum's parent company Unilever that was established in 2020. Magnum said in a media statement that the collaboration seeks to pay homage to the final heist with a sweet send off, with an array of deals and offerings exclusive to pleasure seekers and Money Heist fans in the Singapore and Malaysia markets. ![]() ![]() Magnum has partnered with renowned Netflix show Money Heist to bid a sweet goodbye to "La Banda" - the show's iconic band of criminals- in the second part of the show's final series.
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