How Magnum changed people’s behavior when it comes to purchasing imitations

Magnum, renowned as the leader in high-quality, indulgent ice cream products, faced a challenge when consumers began considering store-brand imitations as ‘Magnum-like’ ice creams.

To address this, we crafted a story with a witty sense of humor featuring a woman who discovers that her partner has been buying fake Magnum all along, subsequently realising this just the beginning of his deception.

The campaign, including OOH, prints, POS, and digital amplification, boldly develops the idea that nothing beats a Magnum, encouraging people to ‘Stick to the Original’.