Chasing Magnum Gold
Agency: UM
Advertiser: Unilever - Streets Magnum
Author: Helen Black
Total Campaign Expenditure: $2-5 million
STRATEGIC COMMUNICATIONS CHALLENGE
Magnum's mission is to be an icon for adult pleasure -a chocolate experience like no other. So although it was the strongest brand in the ice-cream category with brand voltage of 8.01, it needed to be to justify its price premium.
Changed expectations
Magnum's challenge was that pleasure can be found in many places - from shopping splurges to long weekends away - and over the years consumers became blase about the...