Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Thumb 0
  • Thumb 1
  • Thumb 2

Magnum Ice Cream
The Magnum Heir

RAN IN: Canada

CLIENT
Unilever

Joyce Kim - Asst. Brand Manager
Gina Kiroff - Brand Manager
Adam Seston - Business Director

AGENCY
Ogilvy & Mather *Lead Agency

Matt Hassell - CCO, OgilvyOne
Aoife Coyne - Acct. Supervisor, OgilvyOne
Mark Forward - Group Acct. Director, Ogilvy & Mather
Jamie George - Art Director, OgilvyOne
Nancy Madonik - Managing Director, OgilvyAction


Mindshare

Tommy Quach - Manager, Invention


Strategic Objectives

Tara McCarthy - VP


SUMMARY

Magnum is Unilevers crown jewel ice cream brand, and yet 22 years after its debut, it could not be found on Canadian supermarket shelves. To launch the brand in Canada, Unilever needed to break the dominance of an entrenched market leader while being sold at a higher price. Tapping into our targets latent hedonistic desires was a key pillar to overcoming this barrier. "The Magnum Heir campaign resulted in an 86% share gain, while at the same time decreasing the competitor's share by 26%.

CASE VIDEO


Hero Medium: Social Networking Applications

Medium Featured On Video: Interactive, Social Networking Sites/Applications, Print, OOH, PR, Cinema, Guerrilla, Events, Consumer Involvement, Sponsorship

Audience: New Audience, Women, Brand Influencers, Young Women (20-35)

Objectives: Brand launch

Type: Business to Consumer

Classification: National

Language: English