Magnum at Cannes: More for Less

Jon Arthurs, Michelle de Montigny, Helen Brown, Chris Bouloumpasis et al.

Magnum, the ice-cream brand, used a celebrity partnership along with social media and PR to improve brand metrics and launch a new product.

Campaign details

Brand: MagnumBrand owner: UnileverLead agency: MetrixLabCountry: GlobalIndustries: ConfectioneryMedia channels: Content marketing, Online video, Public relations, Social media, Word of mouth, advocacyBudget: 1 - 3 million

Executive summary

Magnum, the global ice-cream brand, positions itself as a pleasure-seeking lifestyle brand. Key to maintaining this position is "pairing with opportunities to work with celebrities known for their confidence, sophistication and style – characteristics of every pleasure seeker", says Nick Soukas.

Over the last four years, Magnum has attended Cannes Film Festival, an international stage to launch their NPD for the...

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