Magnum launches ‘mood-inspired’ ice creams

The launch offers a unique multi-sensory experience as it introduces Magnum’s first-ever sorbet and ice cream combination. The brand says the new flavour combinations are based on the two distinct moods consumers can experience when eating ice cream.

“For Euphoria the inspiration comes from the emotional state of extreme happiness, while Chill is inspired by the feeling experienced during an emotional state of relaxation. Consumers can choose the flavour that best suits their mood,” says Daniel Lythgo, brand manager Magnum UK, Unilever.

“After two years in the making, we are thrilled to introduce our revolutionary mood-inspired range that offers a multi-sensory ice cream experience thanks to our surprising sorbet core, a Magnum first.

“We always kick off the year with big innovation to get more people into the ice cream aisle all year round and we’re also bringing Magnum Euphoria to our Magnum Mini range to continue our investment in format ranges which help to drive new ice cream occasions.”

The launch is being supported with a £9m market-leading campaign that will include, in a first for the category in the UK, a 3D OOH campaign to emphasise the immersive experience of the launch, as well as TV, Social, Experiential, Audio and more. This will also be the focus of Magnum’s annual events programme coinciding with the Cannes film festival.

Talking Retail