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 19%
  • * Magnum penetration in MAT Jan 2017 in grocery stores

A SATURATED CONSUMER BASE

One factor behind this ceiling is the category's dependence on consumers over the age of 40 – a consumer group that is also flat-lining: