“Stick to the original”, devised by Lola Mullenlowe for Magnumhas received Gold in the category of Best International Campaign in the Efficiency Awards 2024. In this way, the jury has recognized the strategy created to continue elevating the brand and the results obtained with it.
As the contest rules indicate, the section recognizes those communication campaigns carried out in Spain for international dissemination, it is not necessary that the dissemination has been carried out in Spain, or that it has been carried out simultaneously in different countries.
>> Access our interactive summary of the Eficacia Awards here <<
The campaign has recalled the superiority of Magnum’s proposal
“Stick to the original”
Magnum has been a leading brand in the ice cream category, but in recent years it has been threatened by private labels, which have gained ground due to the increase in the cost of living. The brand had to remind consumers of the superiority of your proposal of value, its originality and its differentiation.
To stand out from other options, Magnum came to the insight, through social listening, that when comparing private label ice creams, consumers referred to them as “Magnum type.” Thus he developed the concept “If ice cream is like a Magnum, it is not a Magnum”, which materialized in the “Stick to the original” campaign.
This consisted of a spot that featured a woman revealing her partner’s secret: buying fake Magnums. With a markedly cinematic aesthetic, the advertisement played with hyperbole to create humor and generate engagement with the consumer. The piece alluded to competition and invited users to value the brand’s product over lower quality alternatives.
The campaign was amplified with content on social networks and graphic pieces of outdoor advertising, with which They reinforced the messages. In addition, the brand created a small game on its website inviting users to point out the differences between its ice creams and those of other brands.
The results of “Stick to the original”
As stated in the results book of the Eficacia Awards, the campaign generated persuasion and improved perceived value from Magnum. Among other things, the brand shares that 71% of people exposed to the campaign agreed that Magnum is worth what it costs. And 63% indicated that they were willing to buy Magnum in their next ice cream purchase.
The campaign also increased sales of Magnum during the campaign period. Sales of Magnum Clásico grew by 66.3%, thus registering one of the best results in January in the entire history of the brand.
In addition, “Stick to the original” generated a halo effect throughout the brand, increasing total sales by 38.9%.
Best International Campaign at the Eficacia 2024 Awards
Magnum competed in the Best International Campaign category with 7 other brands: Canesten Gyno-Canesbalance, Ikea, Mikado, Flamin’ Hot, Heinz, Turismo de Andalucía and Dove.
Beyond the Magnum Gold, the honors in this category include:
- Silver for “Andalusian Crush”, by Ogilvy for Turismo de Andalucía
- Silver for “New Heinz Tomato Ketchup Pasta Sauce”, from VML España for Heinz
- Bronze for “The Mermaid”, by Lola Mullenlowe for Canesten Gyno-Canesbalance
- Bronze for “Face of ten”, by David Madrid and Ogilvy UK for Dove
- Bronze for “Not Flamin’ Hot Milk”, by PS21 and OMD for PepsiCo
Magnum takes the baton heinz, which last year received the award for the “Absolutely Heinz” campaign, designed by Wunderman Thompson.
The Efficiency Awards 2024
Regarding the general balance of this 26th edition of the Eficacia Awards -organized by the Spanish Association of Advertisers-, a total of 284 cases were submitted to them. The Eficacia 2024 short list has been made up of 103 cases (36.2% of the total) corresponding to 58 advertisers and 81 agencies.
The total number of trophies awarded in this edition of the awards has been 41 – excluding the special recognition and including both the Grand Prize and the Awards for Media Agency of the Year and Creative Agency of the Year -, among which are 11 gold, 14 silver and 13 bronze achieved by 26 advertisers, 34 leading agencies and 16 collaborating agencies.
More info: Complete list of winners of the Eficacia 2024 Awards