INDUSTRY SECTOR CATEGORIES CONSUMER GOODS
FOOD AND BEVERAGE: Launching the World’s Number One Ice Cream in the U.S. Magnum Ice Cream (Unilever) with GolinHarris
GolinHarris devised a creative campaign for Magnum Ice Cream that spoke to its target demographic’s aspirational lifestyle. Instead of asking, “How do we launch an ice cream bar?” the firm asked, “How do we introduce a luxury item?”.
Magnum, well known in other parts of the world, was ready to take on the competitive and crowded US market. GolinHarris devised a campaign to appeal to its core customer, dubbed “Michelle,” a trendy, tech-savvy, hardworking executive who indulges herself and won’t settle for second best. The agency tapped fashion icon Karl Lagerfeld to direct three Magnum-inspired films starring actress Rachel Bilson. The Wall Street Journal and Women’s Wear Daily broke the news of the partnership with Lagerfeld and Bilson.
Magnum became a signature sponsor of the Tribeca Film Festival, where the films debuted. Bilson and Lagerfeld were interviewed by top outlets, including The New York Times and InStyle. Consumer outreach focused on being aspirational and trendright. Fashionistas flocked to a contest with style community Polyvore that drew 3,143 entries and 845,844 engagements. Within months, there were 157,000 fans on Facebook and Magnum’s Twitter feed climbed to 33,000 followers, the largest of any US Unilever food brand. The clincher: media were introduced to Magnum via a press kit made entirely of chocolate. With the launch of Magnum, GolinHarris and Unilever were hoping to achieve 3.5% trial and 30% repeat. The end result was 5% trial and 32.1% repeat. Magnum also became the number-one super-premium stick brand in the US within four months of launch, according to Nielsen. “This was a fun, fresh, and fabulous campaign that integrated a number of creative elements,” said one judge.
More about the campaign: Magnum IceCream Campaign