Magnum is one of World’s most-loved premium ice-cream brands positioned on Indulgence and Pleasure. But India sales were stagnating with Magnum’s perception being expensive. Magnum simply didn’t come to mind even among those who could afford it. The goal was to Build Value & Imagery justifying price and stem decline.
While Häagen-Dazs and Baskin Robbins has been accepted as a premium brand, Magnum still struggles because of its format (stick) and availability (no exclusive stores). We learnt that the underpinning motivation for a consumer to buy a premium brand is that it makes him or her feel more desirable. In other words, consumers of premium brands like Magnum desire flaunt-able and talk-able social currency. Research has proven that brands that are very visible and seen frequently in media get talked about a lot by consumers. The positive word of mouth leads to new brand adopters. So our challenge was to ‘increase the talk-ability’ of the brand so as to bring in new users.
Challenge was to Build Value and Imagery so as to justify the Price and stem the decline. Specifically -
• Increase in “Use Nowadays” by 500 BPS
• Increase buzz scores by 400 BPS
• Drop in “cost high” perception scores by 300 BPS
Magnum, believed that everyone has an inner beast that lives within them and encouraged consumers to “Unleash the Wild Side’ hidden within them. It promised an unparalleled experience that awakens the ‘beast’ and prompts them to be indulgent and do things they have never done before.
Our campaign had to bring this extremely evocative and premium communication platform to life.
Magnum targets the affluent consumer in the top 6 metros of India, the ‘Pleasure Seekers’ who are used to the good life. To them, the corner stones of luxury are ‘haute couture’ and ‘cordon bleu.’ The brand therefore wanted to have a voice in both these areas. As the brand is made with the finest Belgian Chocolate the latter was covered. We now wanted to incorporate fashion into our strategy.
Associate MAGNUM with FASHION.
What’s fashion got to do with ice-cream? With Magnum, Everything. Fashion was extremely fertile platform to associate with to drive imagery and brand values. It is rich, elegant, glamourous and edgy, fitting with the brand persona.
If its fashion, then the Bible is the “Grazia Magazine.” So, Magnum along with Grazia collaborated with “The Label Life”, a premium on-line fashion store to design an exclusive range of clothes titled “Unleash your wild side”
The People behind “The Label Life” (Mallaika Arora, Bipasha Basu & Suzzanne Khan) are huge names in both Bollywood and Fashion Industry. This tie-up gave the brand an exclusive media distribution channel (Grazia), a content creator cum e-retail store (The Label Life) and 3 Brand influencers.
Through this collaboration, the strong and fierce traits of the ‘Unleash Your Wild Side Campaign’ by Magnum blended effortlessly with the chic appeal and elegance of TheLabelLife.com style. It served as an extension to that innate, wild-and-bold side of fashionistas around the world. Consisting of bold yet sophisticated styles, the signature collection was also about donning the fearless attitude that the brand encouraged its consumers to unleash from time to time.
Print played a huge role to announce the launch of the Association and the Collection and amplify our influencer program. Television played out the brand communication, while digital social media gave wings to all our content assets
Objective was to contextually reach out to right target audience, without being preachy. We reached out to Fashion Divas, best Fashion Magazine & generated content to be deployed across newspaper, magazine and all Digital assets for brand.
Bespoke Content in Magazine
Collection Launch Event
Magnum Dipping Bar at leisure parks
Bespoke Content in Newspaper
The association was made public via Glitzy Fashion Show. A select coterie of premium consumers, brand influencers, media and Bollywood celebrities graced occasion. The entire show was captured and re-purposed on brands’ social assets. Of course, the e-store https://www.thelabellife.com/collections/the-wild-one also went live
The May’17 edition of the Grazia magazine done the Magnum story as the cover story. For first time, a brand was mentioned on International Magazine's Cover page itself. A 6 page feature highlighted the fashion line. Furthermore, Magnum Integrations were in pages diverse as food, fashion, trends and style, increased both depth and width of tie-up.
Social media ran riot. YouTube, Facebook and Twitter amplified association as our 3 Influencers spoke to their circle of followers at every stage of campaign
A pop-up store was also erected in select places to give scale and visibility to campaign. Select items of clothing were put on sale as also ‘Dipping Stations” where the consumer could enjoy a specially plated Magnum ice-cream
260 minutes of content generated via cover shoots, interviews, fashion line, reached 9 million on Print and 12 Million across Digital Platforms. It also reached 4 million Fashionistas via magazines, 9 million via television