Magnum® celebrates 25 years of pleasure

Renowned for all things pleasurable and indulgent, MAGNUM® threw its most lavish party yet to celebrate 25 years of pleasure. With its signature pairing of chocolate and ice cream for perfect pleasure, MAGNUM indulged guests to a night of chocolate decadence and fashion highlights, including the much-anticipated announcement of the return of the MAGNUM Singapore Pleasure Store.

Largest chocolate fountain in Singapore

Renowned for using quality chocolate in each MAGNUM, the chocolate-themed party used over 260kg of MAGNUM chocolate, and broke the record for Singapore’s largest chocolate fountain1. Standing at more than 1m tall, over 100kg of chocolate flowed through the fountain to provide guests with the decadent experience of creating their own MAGNUM ice cream. Uncoated vanilla MAGNUMs were dipped into the record-breaking chocolate fountain and decorated with the guests’ choice of favourite toppings. The MAGNUM chocolate fountain will be on public display at Customs House Terrace after the event.

MAGNUM fashion show

In collaboration with 2am: dessertbar Chef/Owner, Janice Wong, and local fashion designer, Pauline Lim of PAULINE.NING, an exclusive MAGNUM chocolate jewellery collection was launched on the catwalk with PAULINE.NING’s Spring/Summer collection, as well as a MAGNUM dress, to celebrate indulgence in fashion and luxury. 

“Decadence Cracked was inspired by the rich crackling chocolate crust of MAGNUM and how it resembled the first light of day illuminating the city,” said Lim. Wong’s creations were also designed to portray “MAGNUM’s style of elegance and simplicity, playing up the classic brown, white and gold notes”. Models mingled with guests throughout the night to show off selected pieces, which will be on display at the MAGNUM Singapore Pleasure Store.

MAGNUM Singapore pleasure store

The birthday party continued beyond the night’s celebrations with the opening of the final installation of MAGNUM Singapore Pleasure Store at Customs House Terrace to all Pleasure Seekers till 23 July 2014, from 12pm to 10.30pm daily. The final MAGNUM Singapore Pleasure Store will feature exclusive silver themed desserts and cocktails, and an array of celebratory silver toppings to go with the Make My MAGNUM experience. An augmented reality game, Seize Your MAGNUM Moment, also invites Pleasure Seekers to seize some fun and win complimentary Make My MAGNUM experience at the store.

“For 25 years, MAGNUM has celebrated pleasure and indulgence through the perfect combination of decadent chocolate and rich ice cream. Hosting the MAGNUM Singapore Pleasure Store again extends these celebrations in the most enjoyable way possible, living out our philosophy, a day without pleasure is a day lost”, said Moustapha Khaled, Country Director, Unilever Singapore.

MAGNUM limited edition with Marc de Champagne

To top off the birthday celebrations, MAGNUM launched its Limited Edition with Marc de Champagne. Perfectly crafted with swirls of delicious Marc de Champagne-flavoured sauce weaved through white Marc de Champagne ice cream, the MAGNUM Limited Edition with Marc de Champagne is encased in a celebratory silver finish of MAGNUM cracking chocolate. It even has the perfect packaged party look – a premium and sophisticated silver holographic pack featuring the iconic MAGNUM M-stamp.

On the occasion of MAGNUM’s 25thbirthday, Pleasure Seekers can join in the celebrations with #MagnumSG and #CelebratePleasure on the following social channels:


Link to Download Hi-res Images:


Launched in 1989 in Belgium and Germany, MAGNUM was the first hand held ice cream targeted as a premium adult offer. Today, MAGNUM is one of the world’s leading ice cream brands, selling more than 2 billion ice creams annually worldwide and it is the biggest brand of Unilever ice creams. In 2014, MAGNUM is celebrating 25 years of pleasure and has re-launched its iconic Classics range; MAGNUM chocolate and ice cream at its best.

About the collaboration with the Rainforest Alliance™

MAGNUM is proud of its collaboration with the Rainforest Alliance recognising the sustainable and responsible sourcing of cocoa. The collaboration forms part of a long-term corporate goal of Unilever to source all key agricultural raw materials sustainably. In line with Unilever’s vision and commitment to sustainable sourcing, MAGNUM and the ice cream category is taking steps to ensure sustainable sourcing of all our cocoa for MAGNUM ice cream by 2015.

Adrienne Ser

+65 6551 5433

Marianne Chang

+65 6551 5442


Unilever Singapore Pte Ltd 

20 Pasir Panjang Road, #06-22 

Mapletree Business City 

Singapore 117439

Explore more on these topics:

Back to top


We're always looking to connect with those who share an interest in a sustainable future.


Get in touch with Unilever and specialist teams in our headquarters, or find contacts around the world.

Contact us