Magnum. Pink & Black.

Driving excitement and sales in digital and social for the release of two limited edition ice cream flavours, Magnum Pink and Magnum Black.

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Magnum’s Pink & Black campaign centered on how the two new ice creams suited two different moods – playful pink or sophisticated black. We were tasked with activating this campaign across Europe to build and maintain excitement over three months of summer.

People choose Magnum because of its association with luxury. So, whether we were being sophisticated or playful, we made sure our creative stayed true to this aspirational lifestyle – focussing on themes such as nights out, films, beauty and fashion.

We partnered with Time Out, crafted beautiful visuals for Instagram, and created an interactive quiz using Twitter Cards to serve up sophisticated or playful ideas for days out. Held up as a best in class by Twitter and Facebook, our campaign had a social reach of 52 million.

Throughout the summer we asked Pleasure Seekers across Europe to vote on whether to light up famous landmarks pink or black. With over 42,000 votes cast, our campaign finale saw Magnum paint the town pink in 8 cities – and saw us achieve a turnover growth 40% above target.

TMW Unlimited

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