Unilever spends £13m to celebrate Magnum's 25th birthday

Shaun Weston11 Apr 2014

The Magnum ice cream brand from Unilever UK is celebrating its 25th birthday with a planned £13m marketing investment.

With a TV advert, the integrated campaign – which includes outdoor, cinema, digital and PR – will emphasise the brand's 'indulgent taste' credentials.

Nicola Rolfe, brand manager for Magnum at Unilever UK, said: "We wanted to create a campaign which celebrated Magnum ice cream and chocolate at its best. Magnum is the UK's number one ice cream brand, generating an outstanding £147m in value sales during last year, and by supporting the brand with a £13m investment in 2014, we aim to make Magnum's 25th year bigger, better and more indulgent than ever."

The entire Magnum handheld portfolio has been revamped and refreshed with a new 'premium' pack design. Framed in gold, and featuring Magnum's cracking chocolate with a glimpse of vanilla ice cream, the new packaging is hoped will bring out 'the tastes and textures characteristic of Magnum'.