Magnum: Celebrating 25 years of pleasure

This case study demonstrates how Magnum, the ice cream brand, reignited interest in its 'Classic' product to grow sales across Europe.

Magnum: Celebrating 25 years of pleasure

Campaign details

Brand: MagnumAgency: Lola (Lowe and Partners)Client: UnileverCountry: Spain

Campaign Background & Summary

In 2013 Magnum successfully became a 1 billion Euro brand. This success was in part accelerated by innovation efforts with New Product Developments (NPD) such as Magnum Gold! and Magnum Infinity, delivering strong growth worldwide.

However, this had led to a focus away from the core Magnum business and, as a result, growth was stagnating or decreasing in key markets. With the ongoing recession the gap opened for both blue-chip competitors and aggressively...

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