Ice cream category is facing an explicit trend: local ice-cream parlors selling scoops are becoming an obligatory stop during a Sunday walk. They offer a wide range of ice cream - from traditional, strawberry flavored to the ice cream with pizza or beetroot taste. However, it’s not only the wide range of flavors that attract the customers, but also natural/health ingredients as well as so-called “crossing” - marriage with well-known brands of sweets (e.g. Oreo). Polish consumers look for products with good quality, but at an affordable price. Encouraging them to buy products which do not follow these trends might be challenging.

The aim of the campaign was to build awareness of new Magnum flavors with potentially difficult English names, like: "Magnum Double Peanut Butter". Our strategy was to promote quality by building brand value and to explain the high price and smaller size of the product in new flavors.

Nothing works like a gossip, so we’ve created a buzz around show inaugurating new flavors (sponsored gossips, word of mouth). The Internet remained a main battlefield.

Approaching the event, touchpoints revealing event information: posts of backstage featuring designer and “final countdown” to the live streaming were included. To increase the intensity on the event’s day - Influencers posted about their preparations.

Streaming in native display to reach those inaccessible by standard ads (59% of 15-34 using adblocks). 1.5 hour live streaming, over 2.1 million streams.

Event gossips spread in blogosphere, press and TV - over 2.3 thousand mentions about the event in social media.

Video was a core of product campaign. To those who saw video on YT we’ve retargeted GDN campaign and engaged Lightbox, supported by TV, OOH, mobile rich-media imitating cracking chocolate.

Campaign supporting Magnum Pleasure Store used geotargeting networks, graphic notifications and FB "local awareness".