Enjoy and pleasure have been, for years, the brand territory of Magnum The appetizing and succulent of his ice cream has been at the center of his communication, but now he raises the translation of that message in the campaign “NOHING CRACKS Like A Magnum”designed by the agency Lola Mullenlowe.
The brand wanted to turn its message into a Sensory experience And he has made the creak of the chocolate coverage of his product in the authentic protagonist. The goal of Magnum is to strengthen his commitment to the quality and amount of chocolate that are part of his ice cream, in any of his formats, so that enjoying them is not only a taste experience, but also Sonora.
For this, a series of ads have been created that, in a hyperbolic way, reflect the Tasty creak of coverage. Directed by director Martin Werner, they show, for example, a flock of pigeons that is frightened when a young woman bites an ice cream in the recognizable Plaza de Oriente of Madrid; or how the students of a library scare when someone bites ice cream.
The pieces show the different Magnum formats: Stick, Cone, Tarrina and Bombón.
“For years, different generations have enjoyed the brand in different flavors and formats, but what people never changed: our chocolate coverage and that unique sound that marks the beginning of the placeR ”, commented Tugce Aksoy, global brand director, in an agency statement. “This campaign is a tribute to what makes Magnum magnum”
Although the advertisement series focuses its attention on product attributes, From the agency they point out that it also helps Build the brand. “This campaign not only advertises a product, it also reinforces the status of Magnum as the
pleasure icon, even if that means doing a little disorder on the way“Tomás Ostiglia, Executive Creative Director of Lola Mullenlowe commented.
The campaign began to execute last month in the United Kingdom, and does it now in European and Türkiye markets. The pieces will be activated on television, cinemas and digital platforms, and the campaign also includes a series of external advertising graphics that, according to the agency, “They capture the reactions caused when the protagonists give themselves to pleasure ”.
Magnum crack also in outdoor advertising
With the aim of making the campaign a sensory experience that goes beyond the view and also appeals to the ear, as part of the Magnum campaign has activated creatives of Interactive and Sound Digital External Advertising in various supports of London and Manchester. As can be seen, the chocolate crunch of the ice cream coverage is visually and sound when passersby pass in front of the advertising spaces.
In addition, according to it Campaign, has created an action that integrates radio and exterior advertising with the intention of creating a immersive and enveloping experience. As described by the medium, when a listener tune Heart Radio through Radio Digital or the Global Player platform, he will hear Magnum’s “crunch” when on the road he passes in front of a digital screen that shows the campaign.
The action has been developed in collaboration with Mindshare, Groupm, Global, Ocean Outdoor and Dooh.com. From Reason.WHY We have contacted them to learn more about the initiative. The news will be updated when we receive more information.
“We wanted to make sure that consumers not only saw the quality of Magnum, but they will also hear it”; Natasha Irwin, Unilever Accounts Director at Mindshare UK has pointed out, according to Campaign. “By taking advantage of the innovative advertisement synchronization based on API, we guarantee that the characteristic sound of Magnum al Romperse has an impact on all media, even on traditionally silent environments such as external advertising”
External advertising creativity has also been activated in Manchester Skylights, the largest digital roof in Europe with 900 square meters of screen, located in the PrintWorks Center.
