Unilever unveil Magnum’s new variants

Unilever UK’s ice-cream brand, Magnum, has launched a £13 million marketing campaign devised by Mindshare, Kinetic and Exterion Media, to promote its new variants – 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’. The 360 campaign – which includes outdoor, digital, social media and PR – will emphasises the brand’s luxury taste credentials and celebrate the launch of Magnum’s new variants into the ice cream market.

Magnum will  celebrate  the launch of the  two new ice creams with a shopping day on Regent Street on 31st May, ahead of the shopping district’s Summer Streets event series in July. Magnum’s newest face, Mollie King, will be taking part in the  Regent Street Takeover which promises an activity-filled day for guests to celebrate two different sides of a shopper’s personality

The campaign will be brought to life via five pink and black vinyl-wrapped Routemaster buses in central London for three months.The five Routemaster buses will use free WiFi to drive consumers to branded content. Users will be taken to a Time Out-hosted microsite featuring recommendations on things to do in London based on whether they are feeling playful or sophisticated – reflecting Magnum’s ‘Playful’ Pink Raspberry and ‘Sophisticated’ Black Espresso variants.

Nicola Rolfe, brand manager for Magnum at Unilever UK, comments: “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.”