Source: Unilever

New packs would ‘highlight the brand’s premium quality’ by emphasising Magnum’s ‘cracking chocolate’ and playing up its sustainable sourcing, said the brand

Unilever is ploughing £10m into a rebrand for Magnum’s core range.

The ice cream staple’s Classic, Almond and White Chocolate flavours have been given a new look designed to “reinforce the range’s position as a timeless classic” and play up its premium credentials.

New packs would “highlight the brand’s premium quality” by emphasising Magnum’s “cracking chocolate” and playing up its sustainable sourcing. 

QR codes have been added to the packs, which lead to Magnum’s website “where [shoppers] can learn more about the brand’s community initiatives with the farmers they source cocoa and vanilla from”.

The relaunch will be backed by a £10m ad push spanning TV, out of home in major cities across the UK as well as radio, cinema, social media and digital channels. The campaign will run until August.

The news comes on the back of a stellar 2021 in the mults for Magnum. Over the 52 weeks to 11 September 2021, its handheld ice creams grew in value by 6% to £220.6m – a £12.4m gain. Its tubs, meanwhile, grew by more than a quarter (25.7%) to £9m [NielsenIQ].