Magnum: Be true to your pleasure

This case study describes how Magnum redefined the connection between its brand and pleasure in order to reengage consumers.

Magnum: Be true to your pleasure

LOLA MullenLowe

Objectives

"The noblest pleasure is the joy of understanding"

Leonardo Da Vinci

A market leader in a premium category

Launched in 1989, Magnum was the first premium priced handheld ice cream targeted to adults and it successfully built its' business around the territory of 'Adult Pleasure'. Today, Magnum is one of the world's biggest ice cream brands and the unquestionable leader in the premium ice cream segment. Selling more than one billion units annually worldwide1, it is the largest brand of the Unilever ice cream portfolio. Magnum gourmet ice cream...

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