Asembl brings Magnum and Baileys together for collab launch

Asembl has partnered with The Magnum Ice Cream Company to bring Baileys Original Irish Cream flavour to the ice-cream aisle, with the launch of the alcohol-free Magnum Mini Inspired by Baileys.

The mini stick, produced at Magnum's Minto facility in New South Wales, combines Baileys flavour with vanilla ice cream, Magnum's cracking chocolate shell and croquant biscuit pieces.

Magnum Mini Inspired by Baileys, available in a six-pack, is non-alcoholic and has started rolling out nationally.

Declan Hassett, Diageo Senior Licensing Manager, said: "We're excited to partner with Magnum, one of the world’s leading premium ice-cream brands, to bring the distinctive taste of Baileys into an unexpected new format, opening up new occasions to enjoy the world's most loved spirits brand.

“This partnership builds on the success of Baileys' long-standing licensing programme, which extends the brand beyond the bottle through carefully selected partnerships that strengthen its relevance and create exciting new consumer experiences.”

Kalli Swaik, The Magnum Ice Cream Company ANZ Marketing Director, said: "Consumers continue to seek out small moments of indulgence, and collaborations between iconic brands are a powerful way to bring something new and exciting to familiar categories.

"Magnum and Baileys share a heritage of premium indulgence, making this a natural partnership.  By combining the distinctive taste of Baileys with Magnum's signature cracking chocolate experience, we've created a product that delivers the best of both brands in a completely new way."

Asembl Managing Director Justin Watson added: "We are thrilled to be bringing together the leading ‘adult treat’ brand with one of Australia’s favourite ice-cream stick brands for this creamy snackable indulgence.

“This summer, adults can crack into a luxurious treat that’s truly hard to resist with Magnum Mini Inspired by Baileys which serves up premium ice-cream on a stick in a new snacking format. With this launch, we’re extending the Baileys brand into delicious summer occasions and ensuring it shows up wherever adults are looking to treat themselves.”

This product collaboration launch follows the agency's recent work on the collaboration between Rip Curl and Abrand Jeans for a new denim collection inspired by 80s surf culture.

READ MORE: 'Familiar and nostalgic yet modern': Rip Curl, Abrand Jeans launch second collection via Asembl