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#MadeToBeBroken

With the unexpected rise of COVID-19 and South Africans facing lockdown, Magnum needed our help with a digital launch of the new Magnum Pints as the ultimate at-home indulgent.

Making its debut with 3 variants, Magnum Pints are crafted with a thick-cracking Magnum chocolate shell that envelopes deliciously flavoured ice cream, requiring the indulger to squeeze the pint and ‘crack’ to discover an exquisite indulgence. The new product range targeted various audience segments – each with one common goal: searching for the perfect me-moment.

The Challenge

The ask was to create product awareness and appeal to new and existing pleasure seekers through a digital-first campaign. With a vast range of ice cream options available in the market, we needed to distinguish Magnum and capture the attention of dessert lovers, with a goal to drive desire for Magnum Pints as their go-to indulgence at home.

The Solution

We crafted bespoke shoot content which was used across various digital platforms to resonate with the different audience segments. We centred the campaign content around relevant me-moments at home to ensure that we continue to land the positioning, Take Pleasure Home.

The initial content batches focused on building awareness by introducing indulgent themes of the Magnum Pints, whilst highlighting the decadent experience through captivating visuals. For the final phase, the campaign shifted to conversion-focused messaging, encouraging audiences to purchase Magnum Pints online so that they could enjoy the perfect me-moment in the comfort of their own home.