Unilever: Magnum Pleasure Store

This case study describes how Magnum, the ice cream brand owned by Unilever, partnered with fashion icons in Italy to engage its target audience and support three new store openings.

Unilever: Magnum Pleasure Store

Campaign details

Agency name: Havas Media GroupCategory: Event MarketingCountry: Italy

Background

In 2013, Magnum launched in Milan its first Italian Magnum Pleasure Store, an exclusive temporary concept store, opened only for 6 months in the heart of the city, where customers had the chance to design their 'My Magnum' - a custom made Magnum ice cream.

A PR and engagement activities plan was created aimed at supporting the store awareness, push sales and create meaningful events for consumers according to the brand's positioning: "One day without pleasure, is a day lost"....

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