Creative Brief

OUR BRAND

About

MAGNUM is a brand of premium ice cream and chocolate. The brand is owned by the UNILEVER group but forms a separate segment in the vast universe of the Dutch-British group. MAGNUM sells ice cream in tubs, on sticks, as well as in the form of individual frozen bites. The brand is positioned as a premium, upscale brand, selling "luxury" products in the ice cream segment. MAGNUM ice creams are distributed in supermarkets, in local shops, but also bars and restaurants, bathing establishments, cafeterias, etc.

Company Aim

For pure pleasure seekers

Magnum believes in true, authentic pleasure. Pleasure is so good that it’s worth letting go for. Magnum works with the best chocolate, ice cream, and dessert experts around the world to constantly push the boundaries of indulgence and sophistication. To deliver the perfect contrast between the signature cracking chocolate and rich, velvety ice cream. All Magnum ice creams are even sealed with an M stamp to show they are expertly crafted and ready to deliver you that superior pleasure.

Location

Worldwide

Where is Magnum ice cream headquarters?

134 Prince Street, New York, NY

Ice cream lovers can experience MAGNUM New York in the city's SoHo neighborhood at 134 Prince Street, New York, NY 10012.

Social Platform

Twitter, Facebook, Youtube

History

Making chocolate history

Magnum history starts from the very beginning: launched in 1989 in Europe, the Magnum Classic was the first hand-held ice cream aimed exclusively at adults.

Magnum premium Belgium chocolatier pioneers developed a unique chocolate coating with the signature ‘crack’ to accompany a deliciously smooth vanilla ice cream. In 1992, to the delight of pleasure seekers, several new Magnum products were released, including Magnum White and Almond.

From Magnum Mini to Magnum Double Tubs, and Magnum Vegan – Magnum has been busy innovating ever since. It is now available in over 80 countries and delivers true moments of pleasure to billions of people.

A future we care about

While it's spent a quarter of a century devoted to the pursuit of pleasure, Magnum also has a clear commitment to sourcing its chocolate ethically, as part of Unilever's Sustainable Living Plan.

Magnum has pledged to source 100% of its cocoa from Rainforest Alliance-certified farms by 2015, which will help create a brighter future for farmers in West Africa.

In return for their delicious cocoa, Magnum provides farmers with fair, sustainable incomes, training in how to respect their environment, and improved access to education for their children.

SWOT Analysis

Strengths

$1 Billion Annual Sales - a world leader
Finest Ingredients
First Luxury Brand targeted to adults
Packaging - Eye-Catching to Magnum Mini

Weaknesses

Use certain divisive personalities in the context of communication campaigns
Cost of Production - Packaging and over packaging, waste
Awareness in the US
Nutrition label

Opportunities

Year-Round Market
Flavor Variety
Vendor Variety

Threats

Health-Conscious population
FDA
Well-known competitors

Unique Selling Proposition (USP)

First Luxury Brand targeted to adults
Finest Ingredients & unique special flavors

OUR CUSTOMER

Problem Statement

During the End Year festivals, people celebrate Christmas with their loved ones.

Advertising Objective

Magnum would be the gift to bring your loved one’s joy and happiness and tasting Magnum with the finest ingredients of different delicious flavors with difference of packaging

Consumer Insights

Craving different tastes and flavors during the best time of the year (Christmas)

Solution

Focusing on unique flavors of Magnum to satisfy customer needs and wants

Tone and Manner

A gifted person
Joy and Happiness
Caring

Support

Bringing happiness tasting the exclusive premium taste of Magnum celebrating with the customers’ loved ones

Big Idea

Right now, the world struggles with the pandemic situation. To promote Magnum, Magnum Mini would be a great option as it is reasonable and affordable when purchasing and to celebrate it with your loved ones during Christmas, the best time of the year.

Aim

Magnum Mini - To have everyone taste Magnum coolest premium exclusive flavors like Peppermint Mocha and Hazelnut Latte edition gathered with your loved ones during the best time of the year

Celebrating Christmas in the smaller groups during the pandemic and sharing Magnum Mini with your family.

Campaign Tagline

Ho, Ho, Ho Magnumficent Christmas

Segmentation:

Demographic

Age: 18 - 30
Gender: Female and Male
Income: RM1,500 - RM5,000
Social: Middle and Middle Upper Class
Market: Mass segment

Psychographic

Primary

Would prefer the unique and expensive taste
Celebrates with family and friends often

Secondary

high self-esteem, status, and styles
self-actualization

Behavioral

Experience of premium ice cream

Occasions are also an important factor in the ice cream category
Self-indulgence is an influencing behavioral factor.
Hard-core loyal customers

Target Market

Middle and Middle Upper market.
I wouldn't mind spending a bit more on the Magnum ice cream to indulge in the supreme quality of it.
18 - 30 who wants a rewards for themselves / a gift for loved ones
Spend more on style, quality, brand value, status, etc.

Positioning

Located in 7 Eleven, 99 SpeedMart
Quality and Price positioning which states higher price for higher quality: Consumers rate magnum in comparison to other ice cream category products like Baskin and Robins, Mother Dairy, etc.
Customer Value: Appeals to stylish people, rank premium brands with priceless quality

Deliverables

ADV MEDIUMS

In-Store & Outdoor: Digital Billboard
Direct Mail: Poster
Radio Ad: Jingle
Social Media Ad: Instagram, Facebook
Mobile Ad: Online Banner

Execution

The concept of our campaign is to promote Magnum Mini during this Christmas festive season. This is a copy-based advertisement so we decided to give a typography unique design with the Big Idea Tagline "Ho Ho Ho Magnum-ficent Christmas".

Digital Billboard

As this is a billboard is digitally published, we decided to have the 3 Magnum Mini flavours advertised individually to have a better outlook of each seen properly.

Poster

We decided to advertised on poster as well because it can be published in train station and the convenient store therefore it can be reached to our targeted audience.

Online Banner

Online banner will be a great way to advertise to our target audience because people who does research or read articles can encounter seeing the Magnum Ad while scrolling through the internet.

Social Media - Instagram

Social Media - Facebook

Social media sponsored ads, are a great exposure these days so that we can connect with our target audience easily within this platform.

Radio Jingle

radio ad jingle

00:00 / 00:59

Radio Ads is very likely to have people driving or listening to music on "Apple Music","Spotify" or during a long drive to be heard and get into rhythm during this Christmas Season.