Unilever is marking the 25th anniversary of its ice cream brand with a £13m marketing campaign, including an online competition.
The campaign marks Unilever’s biggest marketing investment in its flagship brand to date, and spans TV, outdoor, digital and PR.
Activity is being rolled throughout April and introduces the strapline “Celebrating 25 years of pleasure” alongside Magnum’s updated, gold-framed packaging.
To mark Magnum’s 25th birthday celebrations onlne, the brand has launched a ‘Pleasure Hunt’ dubbed ‘The Biggest Party on the Internet’. To play the game visit, players need to visit pleasurehunt4.mymagnum.com.
The game uses the classic “snake” formula. Users are to collect balloons scattered across the pages to lengthen the raw of “the party guests.” To go to the next level, players need to leave through a special door that pops up after some time. The game can be played either in a single-player of multi-player mode, and the results can be shared online.
“Creating something that resonates with a global audience is very tricky. With ‘The Biggest Party on the internet” it really feels like we struck the right balance of a fun simple idea and innovative user friendly technology,” said Creative directors Petter Lublin and Patrik Westerdahl.
Magnum is also working with celebrity designer Henry Holland, who has designed a 60s-inspired party dress. Some 25 copies of the garment, worth £5,000 each, have been made and will be awarded to those contestants who crack the #MagnumDressCode online competition throughout the summer.
Nicola Rolfe, brand manager for Magnum, says the move aims to build on the £147m value sales it generated in 2013 in the UK.
To mark the milestone, Magnum will also get a long-term packaging revamp to bolster the “indulgence” and premium qualities consumers associate with the ice cream.
A TV ad attempts to showcase both themes, featuring a woman chasing a golden Magnum emblazoned balloon down the streets of Paris. The ad develops to follow hundreds of balloons as they float through the city.