Unilever is trying to create "intrigue" with an unusual partnership in which the U.S. launch of its Magnum Gold ice cream bars will be tied in to designer Zac Posen's creation of a gold evening gown, writes Elizabeth Holmes. A similar collaboration with Karl Lagerfeld on the Magnum brand's U.S. launch worked well, Holmes notes. The gold dress, according to Unilever, is valued at $1.5 million and "mimics the liquid and sensuous quality of how ice cream melts," Posen says.

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