Trade Media: Two Sides to Every Sale
by Clarion for Magnum
For the launch of two limited-edition Magnums - one pink, one black - Clarion developed this disruptive campaign. In The Grocer the result was a reversible cover with a pink design on the front and a black one on the back, as well as online advertising on The Grocer website. Activity targeting convenience followed, with a pair of bookend ads - one pink, one black - in a range of titles. The push reached 570,00 key stakeholders with above-average clickthrough on thegrocer.co.uk. The campaign was later adopted in the consumer press.