Unilever has launched new pink raspberry and black espresso varieties of its Magnum ice cream brand, supporting their introduction with a £13m marketing campaign.
The two new products comprise raspberry-flavoured ice cream with sauce, coated in Magnum chocolate with a pearlescent pink shell; and coffee sauce swirled through smooth vanilla-flavoured ice cream, covered again in Magnum chocolate, respectively. The variants are available in three different multipacks with an in-home recommended retail price of £3.35.
It includes a new television advertisement, which concentrates on the contrast between two “different ice creams for different moments”. Launching this week, it shows a young female in two distinct moods – playful, fun and flirty as she takes a bit from Magnum pink raspberry, and then sophisticated and refined when she indulges in Magnum black espresso – both brought under the tagline “for pleasure seekers”.
The campaign will also cover outdoor, digital, social media and PR activity, with an emphasis on the brand’s premium credentials. The brand has paid to cover five London buses with pink and black branding, using free on-board WiFi to drive consumers to branded content.
Magnum brand manager Nicola Rolfe said: “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.”
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