Unilever: Magnum Release the Beast

Magnum, the ice cream brand, increased sales through the successful launch of its new Magnum Double product during summer in Ireland.

Campaign details

Agency: Verve the Live AgencyCountry: Ireland

Background

Ireland has a special place in its heart for ice cream. Each spring and summer season brings new products to the market, while timeless classics enjoy an annual surge in popularity. The Irish ice-cream market is worth over €166m and every summer see's an ice cream war between the leading brands. For Magnum it's main competitors are indulgent products like Mars and Galaxy. Ice cream sales are closely tied with weather. Given the unpredictable nature even in summer months of that weather, sales figures can surge and decline....

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