Challenge, context & objectives
A MARKET LEADER WITH ONLY ONE WAY TO GO
Magnum was born in 1989, and since then, it has managed to become the unquestionable leader in the premium ice-cream segment. It sells more than 2 billion units annually worldwide. But to a certain extent, this meant the brand was hitting a ceiling.
Magnum's core products until now have been focused on consumption occasions related to the ice-cream 'season'. And with these products it already had penetration rates in its key markets that were very hard to increase:
- UK 34%
- France 37%
- Germany 19%
- Italy 18%
- Spain...