UK’s ice cream brand from Unilever UK, is celebrating its 25th Birthday with a planned £13 million marketing investment.With a TV advert, the integrated campaign – which includes outdoor, cinema, digital and PR – will aim to emphasise the brand’s indulgent taste credentials and celebrate Magnum’s cracking chocolate and ice cream at its best.
Set on the sunny streets of Paris, the TV advert opens with a girl chasing a gold Magnum balloon which bursts to reveal a classic Magnum ice cream.
The creative develops to follow hundreds of Magnum balloons as they float through the city, bringing chocolate and ice cream pleasure to anyone they pass.
The ad finishes by focusing on the female character holding a Magnum with the strapline ‘Celebrating 25 years of pleasure’.
Nicola Rolfe, Brand Manager for Magnum at Unilever UK said:
“We wanted to create a campaign which celebrated Magnum ice cream and chocolate at its best.
“Magnum is the UK’s number one Ice Cream brand, generating an outstanding £147 million in value sales during last year and by supporting the brand with a £13 million investment in 2014 we aim to make Magnum’s 25th year bigger, better and more indulgent than ever.
“The ad captures the indulgence which consumers associate with the Magnum brand, while communicating the excitement around our milestone birthday.”
The entire Magnum handheld portfolio will also be revamped and refreshed, with a new, more premium pack design, in stores from March 2014.
Framed in gold, and featuring Magnum’s famous cracking chocolate with a glimpse of smooth vanilla ice cream, the new packaging brings out the tastes and textures characteristic of Magnum.
