Magnum - From Sweet Treat to Style Statement

THE CHALLENGE 

In 2023, global cocoa prices surged, leading Magnum to raise its prices. For budget-conscious GenZ, this prompted a shift to private label ice creams. So how could we convince GenZ that Magnum was worth paying more for?  

THE SOLUTION 

We tapped into how GenZ were treating food in social – as a form of personal expression and a status symbol.  

Our social approach involved treating Magnum like the ultimate style statement. This led to a new aesthetic, merging fashion and indulgence for a highly visual audience. It also required a new behaviour – playing in the intersection of food and fashion trends. 

This strategic innovation wasn’t just a shift in communications, but operational strategy too. We built an in-house social team, able to create fast turnaround, social-first content. It was all about recognising micro-trends, generating reactive posts and getting approvals at pace. 

Our content was a blend of food-centric and fashion-centric: from "What’s in My Bag?" features, Get Ready With Me (GRWM) videos and luxury unboxings featuring the latest in nail art, to the viral ice cream croissant or the marshmallow fluff trend. Tapping into ASMR enhanced the content’s appeal, with single videos reaching over 50M organic views. 

THE RESULTS 

In 2024, Magnum successfully grew its online community to over a million followers (59-65% of which were GenZ). Their monthly organic views now average 18M. Cumulatively this overall strategic shift in approach has delivered an impressive €29M in earned media value.