Thursday, September 2, 2010

Magnum - a well managed brand

According to the Unilever website there are over a billion Magnum ice creams sold every year. That's a significant number of ice creams! A few days ago I spotted the Magnum Minis collection that was recently launched in Sweden. Now, I am a bit of an ice-cream snob so while I'm frustrated by the less than tempting ingredient list of Magnum I still find the lovely little chocolate mini ice-creams absolutely deliciosly yummy looking...

I would say that Magnum is one of those brands that I think Unilever really manage in style. The brand was launched in the UK already in 1987 and it claims to be the first widely available hand held indulgence ice cream in the UK. Since then, Magnum has extended the brand family with nice additions like my favourite Magnum Almond as well as other lovely ideas such as Double Chocolate (1996), Double Caramel (2000), Yoghurt Fresh and Magnum Intense (2002). I also loved the limited editions titled '7 Sins' (2003) and '5 Senses' (2005). Both were well executed great campaigns with brilliant supporting communication.

The new addition to the Magnum family is apparently Magnum Gold with front figure tough guy Benicio del Toro as the supporting frontman. Sweden is perhaps a too small market for Unilever to bother with any big TV ad expenses, but see this ad from UK and you get the feel for what the Magnum Gold launch is all about.

So what do I like about Magnum? Well, I think that in terms of innovation, concept development and communication it is an incredibly well managed brand. It's all about being the almost sensual ice-cream indulgence - and the new launches support that brand proposition full on. And through the new concepts Magnum manages to stay connected and relevant to its target audience. Great work Magnum!

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