Client: Unilever-Magnum Our Agency: Low and Partners Company: Interpublic
Magnum released a new type of ice cream in 2010 called Magnum Gold. It was released in the UK and US, (Global). The reason behind this is because they knew their old techinque (sexual innuendos) doesn't attract customers anymore. Knowing this they came up with something new (surprising) the Magnum Gold.
To do this they ran a fully integrated campaign which ran across TV, Cinema, Outdoor, Online, PR and in store. A game on their website was also created to make the advertisement more interactive. Each feature was created by Lowe and Parnters.
In the poster for the Magnum gold they have used a man and a women. This means that the advert can relate to both sexes. The logo for Magnum is very clear to see which indicates who made this product straight away. The logo is also read like a question, which compels the viewers into wanting to find out what this item is. The tagline reads "The best ice cream we've ever stolen" this relates to the TV advert as they both break into a vault to steel gold, Magnum Gold. The tagline also suggest that its so good that its worth stealing. The back ground colour is black which highlights the golden ice cream. As always the star, which in this case is the Magnum gold, is in the centre of the poster as it is the main feature. The man in the poster is also a celebrity, which can gets fans of him to want to buy the product. Using a celebrity also makes the product seem better, because if its good enough for them then it will defiantly be good enough for us.
The purpose of the advertisement campaign is to clearly show that they have a new product. The technique they have used will spread the message throughout all advertisements platforms so that it is impossible to miss. The more times someone sees an advert, the higher chance of them buying it.
The advert is aimed for adults who are adventurous and what to try something new. It could also be aimed for higher class viewers who are lured by the class of a golden ice cream. Clearly it is also aimed for previous Magnum lovers craving for a new flavour of Magnum.
With using multi advertising platforms for your product, there's a higher chance that more people will buy it. By using an online advert you may attract teenagers. By using TV adverts you will attract a vas number of age groups that will want to buy your product. By placing you product on a bus or billboard in a busy city, will defiantly get people to see you advertisement, create a better chance of people buying it. Magnum have done all these and more to promote Magnum Gold.
http://www.interpublic.com/our-agencies/recent-works?work_id=34&casename=Magnum+Gold
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