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...

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