Magnum Pleasure Store

This case study describes how the ice cream manufacturer Magnum set up the Magnum Pleasure Store in China to create buzz and highlight the pleasurable indulgence that defines the brand.

Magnum Pleasure Store

Pleasure is the essence of Magnum. The Chinese consumers are very hectic and life is becoming more, not less, stressful as the economy is continuing its transition. But pleasure can be found in small, personal moments, and Magnum encourages Chinese consumers to seize these small moments of pleasure in their hectic daily lives. Dessert is a pleasure seeking indulgence, and so is Magnum. Building on global efforts, Unilever again brought the Magnum Pleasure Store to China, but evolved the concept to be a truer experiential reflection the brand promise. The Magnum Pleasure Store was set up in...

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