Magnum: Celebrating 25 years of Pleasure

This case study describes how Magnum ice cream relaunched its core variants by exploiting the social buzz of the Cannes Film Festival.

Magnum: Celebrating 25 years of Pleasure

Julia Lee and Erwin Flores

Campaign details

Brand owner: UnileverLead agency: Lola (Lowe and Partners)Contributing agency: Lowe Profero, PHD, Golin Harris and Iris WorldwideBrand: MagnumCountry: Australia, Austria, Belgium, Bulgaria, Cyprus, Czech Republic, Denmark, Europe (EU), Finland, France, Georgia, Germany, Greece, Hungary, Ireland, Israel, Italy, Mexico, Montenegro, Netherlands, New Zealand, Poland, Portugal, Romania, Serbia, Singapore, Slovak Republic, South Africa, Spain, Sweden, Switzerland, Turkey, TurkmenistanIndustry: Dairy products, fats, oils, Food industry, marketChannels used:Earned media, buzz, Events and experiential, Games and competitions, Internet -...

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