Magnum Stick to the Original: Fighting against Private Labels
Summary: As people started switching Magnum for Private Labels and hurting their business, they needed to remind consumers that Magnum’s pleasure isn’t something copiable. After discovering they’re referring to the copycats as ‘like-magnum’, they found a powerful insight: ‘like Magnum’ is not Magnum. Based on that behaviour, they created an over-the-top melodramatic story to address our competition in a light, fun and, for the first time in Magnum’s history, witty way. And sticking to the original stills pays off: Magnum Core sales grew +64.4% and Brand Power reached its highest ever.
Magnum’s best Q1 ever: +64.4% Magnum sales; highest Brand Power ever; significantly increasing Quality Credentials.
Lead Agency(s): LOLA MullenLowe / Mindshare Worldwide
Contributing Agency(s): Golin; Proppa
Client / Brand: Magnum Ice Cream
Effie Award(s): Gold
