Magnum Pints Launch | OLIVER SA

Positioned as one of South Africa’s most desirable and delectable ice cream brands, Magnum adds a new addition to its premium collection. Magnum Pints – a pleasure that was #MadeToBeBroken in the comfort of your home.

#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.