Magnum Gold?! How one golden integrated idea sold 130 million ice-creams

To launch Magnum Gold, the ice-cream snack brand, as a global product, this fully integrated campaign engaged consumers in a launch that leveraged celebrity in a new way.

Magnum Gold?! How one golden integrated idea sold 130 million ice-creams

Principal authors: Erwin Flores, Lola Madrid; Jane Dorsett and Mihir Warty, Lowe and Partners

INTRODUCTION

This is the story of Magnum's biggest ever global product launch for the first ever golden ice-cream on a stick: 'Magnum Gold?!'.

Based around one integrated idea: 'The Heist', the campaign aligned Magnum Gold?!, with the prestige of gold, and the concept of stealing gold.

The main piece of the communications architecture was a commercial that wasn't a commercial but the spoof trailer of an action Hollywood blockbuster: the story of...

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