Chasing Magnum Gold

Helen Black

Magnum Gold, an ice cream brand, justified its price premium to 25 to 45-year-olds with this campaign in the Australian market.

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands