Magnum: Release the Beast

Elena Puerta de Diego

This case study describes how ice cream brand Magnum used a mix of experiential, social and broadcast content to launch its Magnum Double across Europe.

Campaign details

Brand: MagnumBrand Owner: UnileverLead Agency: Lola MullenLoweContributing Agencies: Golin, PHD, MullenLowe ProferoCountry: France, Germany, Italy, United KingdomIndustries: ConfectioneryMedia Channels: Cinema, Internet - general, Mobile & apps, Public relations, TelevisionBudget: 10 - 20 million

Executive summary

This paper shows how Magnum Double successfully grew sales and market penetration.

By creating a unified campaign, using Kendall Jenner as both our Release the Beast 'M-bassador' spokesperson, and as a media channel to reach her 77 million Instagram followers, we launched at the Cannes Lion festival. By...

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