Campaign SpotlightPress Release

‘Like a Magnum’ is never as good as the original, says Lola MullenLowe Madrid’s latest for the classic stick ice cream

LONDON, UK — Magnum, the classic stick ice cream born in 1989, is launching a new campaign that cleverly emphasizes its leadership and originality with a witty sense of humor.

As consumers began referring to Magnum imitations as “Magnum-like” ice creams, the brand saw an
opportunity to showcase why “Like a Magnum” is not Magnum.

The film tells the story of a woman who discovers that her partner has been buying fake Magnum ice creams all along. And from there, everything falls apart.


The campaign is now live in the UK and includes a series of TVC, OOH, prints, POS, and digital amplification that continues to develop the campaign’s insight while encouraging people to “stick to the original.”

“With this campaign, we aimed to demonstrate that a brand like Magnum can communicate with humor, if done with good taste,” said Tomás Ostiglia, Executive Creative Director at LOLA MullenLowe Madrid. t=5s

Ben Curtis, Global VP at Magnum London, said, “At Magnum, we work really hard to make the highest quality, indulgent ice cream products, and we wanted to find a fresh way to tell our audience why it’s worth it for them to ‘stick to the original.’ LOLA Mullenlowe came up with a brilliant and funny way to
dramatize our commitment to delivering true superior pleasure every time.”

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