The new variant, which is being billed as “Ice Cream Treasure” aims to reflect the brand’s indulgence and chocolate credentials. It will be sold under Magnum Gold?! branding.
Unilever, owners of Magnum, says the campaign will build on the brand’s positioning “as the World’s Pleasure Authority.”
Magnum Gold’s marketing plan will include TV, cinema, press, outdoor, digital and PR, launching later this month. Agencies on Magnum’s roster include Lowe & Partners, Kinetic Worldwide and MindShare Media UK.
Chrissie Farman, Magnum senior brand manager at Unilever UK, says: “The challenge for Magnum is maintaining momentum in 2010 and we’re confident Magnum Gold?! will deliver this. As the first gold Magnum, the new ice cream will bring excitement to the core range but will also drive value to the category as a whole by creating talkability and encouraging trial.”
Other brand ambassadors have included Eva Mendes and Eva Longoria.