Magnum, the ice cream brand from Unilever, has unveiled a £13m marketing campaign to promote its biggest launch of 2015 – Magnum Pink Raspberry and Magnum Black Espresso.
The campaign seeks to highlight how Magnum‘s new variants offer different experiences to suit the different sides of consumers’ personalities, from ‘Playful Pink’ to ‘Sophisticated Black’. It includes a TV advert as well as outdoor, digital, social media and PR activity.
The TV advert opens with a girl eating a Magnum ‘Playful’ Pink Raspberry to demonstrate her spontaneous nature. She then takes a bite from a Magnum ‘Sophisticated’ Black Espresso, which reflects a more refined mood. The ad finishes with the strapline ‘Magnum for pleasure seekers’.
Nicola Rolfe, Brand Manager for Magnum at Unilever UK, commented: “We created Magnum Pink and Black to reflect the different sides of our consumers’ personalities. Our new campaign captures the luxury and indulgence which consumers associate with the Magnum brand, whilst communicating the two new ice creams as two options for very different moments.”
Available now, Magnum ‘Playful’ Pink Raspberry comprises raspberry-flavoured ice cream with sauce, coated in chocolate with a pearlescent pink shell. Magnum ‘Sophisticated’ Black Espresso contains coffee sauce swirled through vanilla-flavour ice cream covered in chocolate.
The variants are available in multipacks of three with an In Home rrp of £3.35, and Out Of Home in single impulse units with an rrp of £1.90.
