Magnum: Pink and Black
Agency: LOLA-MULLENLOWE S.L.U
Campaign Background & Summary
This case illustrates the challenge of catching pleasure seekers' attention and wanting them to try seasonal limited editions.
Magnum is the unquestionable leader in the premium ice cream segment, selling more than one billion units annually worldwide.
Magnum has always been focused on the territory of pleasure. The innovative Magnum Gold campaign in 2010 started to present the new Magnum point of view via "The Pleasure is Yours for the Taking". This step away from a passive POV, waiting for pleasure to come, to a new, active attitude towards pleasure, was further reinforced in 2011 and 2012 with the new campaign idea of being "For Pleasure Seekers".
Latest successes with concept driven products, such as Magnum Gold or Magnum's 25th anniversary have supported the brand's ever-increasing growth rate. Over the years, Magnum has been a brand that constantly innovates in 'limited edition' summer SKUs that consumers anticipate: