Magnum: Pink and Black

This case study explains how Magnum, the ice cream brand, launched a new product in Europe by associating moods and flavours.

Magnum: Pink and Black

Campaign details

Brand: MagnumAgency: LOLA-MULLENLOWE S.L.UAdvertiser: UnileverCountry: Spain

Campaign Background & Summary

This case illustrates the challenge of catching pleasure seekers' attention and wanting them to try seasonal limited editions.

Magnum is the unquestionable leader in the premium ice cream segment, selling more than one billion units annually worldwide.

Magnum has always been focused on the territory of pleasure. The innovative Magnum Gold campaign in 2010 started to present the new Magnum point of view via "The Pleasure is Yours for the Taking". This step away from a passive...

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