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Magnum / Magnum Gold
Magnum Gold?! As Good As Gold

RAN IN: France, Germany, Turkey, Australia/New Zealand

CLIENT
Unilever

Mick Van Ettinger - VP, Global Impulse Ice Cream Brands
Sophie Galvani - Global Brand Director

AGENCY
Lola *Lead Agency

Paulo Areas - Global Creative Director
Francisco Cassis - Global Creative Director
Erwin Flores - Global Planning Director
Yann Baudoin - Sr. Global Acct. Manager


Lowe Brindfors

Tina Jarlerud - Acct. Director


SUMMARY

The challenge for Unilevers global adult ice cream brand, Magnum, in 2010 was to sell an unprecedented 75 million pieces. This needed to be done in a competitive context crowded with similar products, from blue-chip competitors and retailer own brands. Unilever created the worlds first golden ice cream: Magnum Gold?!, an ice cream whose coating is truly golden. The fully integrated 360 campaign built around the idea: Magnum Gold?! As Good As Gold. Results were way beyond the most optimistic expectations: 130 million ice cream bars sold, and still counting.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Print, OOH, PR, Cinema, Guerrilla, Events, Packaging, Product Design

Audience: Men, Women, Young Men (20-35), Young Women (20-35)

Objectives: Brand launch

Type: Business to Consumer

Classification: Multinational

Language: English