Magnum returned to TV screens last night (10 April) in the first part of a £13m campaign for new variants Pink Raspberry and Black Espresso.
The ad depicts a woman switching between the ‘playful’ and ‘sophisticated’ modes the raspberry and espresso flavours are designed to reflect. It use the strapline ‘Magnum: for pleasure seekers’.
The TV ad will be followed by outdoor, digital, social media and PR activity, and promotion through five pink and black Routemaster buses that will be on the streets of central London for three months.
In what is claimed to be a media first, the buses will use free wifi to encourage consumers to view branded content on a Time Out microsite recommending things to do in the capital depending on whether they are feeling playful or sophisticated.
“We created Magnum Pink and Black to reflect the different sides of our consumers’ personalities,” said Nicola Rolfe, brand manager for Magnum at owner Unilever UK. “Our new campaign captures the luxury and indulgence which consumers associate with the Magnum brand, while communicating the two new ice creams as two options for very different moments.”
Magnum is the UK’s biggest ice cream brand, last year growing 6.1% £149.3m [Nielsen 52 w/e 4 January 2015].