The Strategy:To be the global icon for adult chocolate pleasure (with the background of launching the new Magnum Gold Flavour).The BIG IDEA:A Pop-Up Bar: Magnum Gold Bar.It's going to be the Hip & Cool place to be for pleasurable people!The Implementation:The location: Tel Aviv pier - a bustling gateway and happening nightlife scene.The Design: a golden vault room with a huge Gold bar in the middle.The Experience: a spectacular dance show with a special Gold theme,Choreography.The Promise: a hand-made limited edition mini-Magnum, complete with a selection of flavours and toppings.

- Traffic: 60,000 visitors in 14 days!- Buzz: a PR media exposure roughly estimated at 250,000$- Brand Perception: Annual post-event researches reinforce the brand's perception of premium positioning and quality.- Recognition: the Israeli SUPERBRANDS announced that Magnum is ranked fourth in “The Best Quality brand” list, right after Rolex and Nike and ahead of Google, Mercedes, Coca-Cola, Sony and BMW.