Life tastes better with ice cream.
The Magnum Ice Cream Company, the company born from the spin-off of Unilever’s ice cream business, begins its advertising journey by putting ice cream at the center of life around the world. And the Spanish agency Lola Mullenlowe is in charge of defining this new chapter at a creative level, after years developing the Magnum brand strategy.
The Magnum Ice Cream Company, which presents itself as the largest independent ice cream company in the world, has launched the “Life tastes better with ice cream” campaign, which is articulated, as it points out, by the belief that life is better with ice cream in between.
The ad positions ice cream and brands as an element of connection between people
The two-minute advertisement reflects the special role that ice cream plays in the lives of people around the world, regardless of their origin and culture. The piece is a collage that not only reflects the diversity of society and the public that the company reaches, but also of The Magnum Ice Cream Company’s portfolio of brands and products.
It begins with a man who has bought tubs of ice cream and walks down a busy street in Mombai, and moves through different scenes: a young man on a beach in Rio de Janeiro who uses ice cream to get closer to a girl, some roommates enjoying a movie in New York, a mother and daughter in Shanghai, a family sharing an ice cream in Brighton, or a friend visiting a friend in the hospital in Istanbul.
The tour shows the global presence of the company, with brands such as Magnum, Frigo, Ben&Jerry’s, or Cornetto, and highlights different formats, products and moments of consumption. In addition, it positions the product as an element of connection between people, to the rhythm of the song “Love Is In The Air”, by John Paul Young, reinforcing itself as a close brand and creator of special moments.
“The belief that life is better with ice cream is at the heart of everything we do, inspiring us to make every moment a little more special, celebrating the passion and talent of our teams and partners around the world, and always raising the bar for quality, responsibility and expertise.“The Magnum Ice Cream Company commented via LinkedIn.”The campaign perfectly captures who we are and the role we want to play in the lives of people around the world.”.
Lola Mullenlowe considers it a pleasure to continue accompanying the company in this new stage, after almost two decades of collaboration with its brands. Tomás Ostiglia, Executive Creative Director at the agency, points out that The Magnum Ice Cream Company is “a company built on beautiful and iconic brands with a special place in our hearts” and he points out that he feels proud to accompany her to do “what they know better than anyone: making life taste better with ice cream”.
