Magnum Gold?! How one golden integrated idea sold 130 million ice-creams
Principal authors: Erwin Flores, Lola Madrid; Jane Dorsett and Mihir Warty, Lowe and Partners
INTRODUCTION
This is the story of Magnum's biggest ever global product launch for the first ever golden ice-cream on a stick: 'Magnum Gold?!'.
Based around one integrated idea: 'The Heist', the campaign aligned Magnum Gold?!, with the prestige of gold, and the concept of stealing gold.
The main piece of the communications architecture was a commercial that wasn't a commercial but the spoof trailer of an action Hollywood blockbuster: the story of...