Is there anyone out there who does not like ice-cream?
No matter how old we are, it
is hard to resist to the idea of ice cream in a very hot summer day or a cold
winter day in which we want to reward ourselves. However, the concept of “ice
cream” is generally associated with firstly kids in people’s minds. With its
target audience, brand image and advertisement strategy, Magnum proves that ice
cream is an indispensable taste for adults as well.
Magnum also proves that a snack brand can be regarded as a luxury brand. The marketing strategy of
Magnum is explicitly designed to target a smaller but an elite segment of the
society with the fact that its products are priced higher in
comparison to the other ice creams offered on the market. The targeted audience is mainly women aged
between 18 and 35 and who have a high self-esteem, who are powerful, with good income
and want premium quality ice cream.
Other than its price, Magnum positions
itself as a luxurious product through its advertisements. It can be seen that
the brand primarily choses women in its marketing mediums including
advertisements on YouTube, slots across TV channels and billboards. The common fact
about these advertisements is that the women in the leading role belong to the upper class as well as they are good looking, wearing fancy clothes, independent, strong and self-confident.
The stylish, chic and qualified features of the brand’s marketing strategy convey
the brand’s value and status as "high-end".
It is not common to see a Magnum advertisement which addresses to a family or little kids but the to the "pleasure seeker" women. “We were one of the first ice cream brands to go after a very specific target and make the brand known as a real indulgence for her. The woman who buys Magnum is someone who is seeking pleasure in her lifestyle. She isn’t afraid of indulgence. She embodies a work hard, play hard lifestyle,” says Mike Soukas the Vice President of Unilever.
It is not common to see a Magnum advertisement which addresses to a family or little kids but the to the "pleasure seeker" women. “We were one of the first ice cream brands to go after a very specific target and make the brand known as a real indulgence for her. The woman who buys Magnum is someone who is seeking pleasure in her lifestyle. She isn’t afraid of indulgence. She embodies a work hard, play hard lifestyle,” says Mike Soukas the Vice President of Unilever.
Adult-Focused
Magnum is also marketed as an adult indulgence brand with a simple and narrow touch of sexual appeal which creates an impulse for people to try. The brand frequently uses emotive words such as “pleasure”, “desire” and “temptation” as well as portraying women in seductive poses in ads or having their first bite with a charming way, with the trademark cracking sound, where all the other people stop and stare at her.
Magnum also
shouts out for LGBT advocacy organisations with its slogan “Pride: There’s More
Pleasure in a Diverse World” and producing a special edition rainbow ice cream
for Pride New York in 2017 and 2018. Additionally, the brand launched its YouTube advertisement "The Ceremony" where the wedding ceremony of two women is portrayed and "Be True To Your Pleasure" with the famous Drag Queen William Belli.
From Ice Cream to Fashion
Another way that the Magnum ice creams are portrayed as a luxury brand today is by its partnerships with the world wide known luxurious clothing brands such as Karl Lagerfeld, Zac Posen, Max Azria, Dolce Gabbana and Alexander Wang as well as its collaborations with the famous models - "the it girls". In May 2018, Magnum collaborated with Alexander Wang and international supermodel Bella Hadid for the "Take Pleasure Seriously" campaign where the brand new designed Alexander Wang bag and the perfectly crafted Magnum ice cream were combined.
In 2016, Magnum worked with the famous model Kendall Jenner for a campaign in which Jenner says "dare to take time for pleasure", "dare to go for it", "dare to be the center of attention" and "dare to go wild" to encourage women to be brave and free.
In 2014, Magnum collaborated with Dolce & Gabbana for the launching of the new ice cream Pistachio White which was sold within a stylish decorative box filled with Sicilian-inspired figures designed by the famous fashion brand.
Magnum Made By You
Each year, the Magnum Pleasure Stores are available for a
limited time during summer in the most popular neighbourhoods of the
cities all over the world including Regent Street London, Le Marais Paris, Bağdat
Street Istanbul, SoHo New York, Singapore ION Orchard Mall, Duomo Milan, Dubai Mall of the Emirates, etc.
Different choices
of white, milk or dark chocolate with a variety of toppings such as almonds,
pistachios, coconuts, caramel chips or flower petals are available in the dipping
bars. Each customer has the chance to chose the flavour they like the most
and customise their own ice cream.
The Magical Magnum
Mansion
Magnum introduced its customers to a world of indulgence and
luxury through social media with the party it hosted in a hotel in Amsterdam
which was decorated as the "Magnum Mansion". Lots of influencers and
famous names were gathered together with their fancy dresses and had a night
full of dance, music, shows and Magnum ice creams. The magical ambience and the
twenties style that reminded the scenes of The Great Gatsby's party scenes were
recorded and shared with the customers via different channels. By this way, the
brand could reach the younger segment of the customer profile that can be
easily accessed with social media. Also on the day of event, the dancers and
musicians traveled the city with Rolls Royce cars and threw parties on the
streets where the new Magnum ice cream was distributed. A lucky customer had
the chance to receive a ticket for the Magnum Mansion that night. Through the
direct participation of the customers and by creating a dreamy movie-like
event, Magnum was successful at drawing people's attention.
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