Magnum×CCTV.com "Happy Dream Factory"

Under the trend of national fashion, consumers are increasingly favoring domestic brands. The ice cream brand Magnum has lost the trust advantage of international brands and its brand power has been impacted.

Case details

Brand: Magnum

Brand owner: Unilever

Main agencies: Mindshare China, GroupM

Major agency holding group: WPP

Contributing agency:CCTV.COM 【

Launched in: Mainland China

Industry: Ice cream

Media channels:

Budget: 10-12 million

Case Summary

Under the trend of national fashion, consumers are increasingly favoring domestic brands. Magnum has lost its trust advantage as an international brand and its brand power has been impacted. In order to regain consumers' trust in the brand and reshape its brand influence, Magnum invited CCTV.com, China's most influential and trusted national official...

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