Magnum: Be True To Your Pleasure

This case study describes a campaign from Magnum, Unilever's premium ice cream brand, which ran across Europe with a strategy that enhanced its historic connection to the idea of grown-up pleasure.

Magnum: Be True To Your Pleasure

Campaign Background & Summary

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

Since 1989 it has been targeted to adults around the territory of 'Adult Pleasure'. Magnum believes that "A Day Without Pleasure Is a Day Lost" and the brand stands to encourage people to indulge in their own personal pleasure.

Over the years, Magnum became victim of its own success.

  1. 'Pleasure' became the main category driver. Other brands around the globe copied Magnum's marketing and communication strategy, even launching similar products, using...

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