Magnum - Find Your Summer
Magnum tasked LOLA MullenLowe to boost winter sales and encourage year-round consumption. The client aimed to challenge the seasonal perception of ice cream, targeting consumers who typically avoided it in colder months, by redefining indulgence beyond summer.
Creative Idea
Magnum reframed winter's chill as an opportunity for warm, indulgent moments.
Magnum's 'Find Your Summer' campaign encouraged people to defy winter's chill by actively seeking and savoring small, fleeting moments of warmth and pleasure, leveraging the insight that many deny themselves ice cream during colder months to redefine indulgence as a year-round joy.
Creative Strategy Deconstructed
Company
Magnum, a brand synonymous with indulgence and pleasure, credibly delivered a message of year-round enjoyment.
Category
The ice cream category typically associates consumption with warm weather and summer, creating a seasonal limitation.
Customer
Consumers often deny themselves ice cream during colder months, yet crave moments of warmth, joy, and escapism.
Culture
The universal human desire to find pockets of happiness and warmth amidst the harshness of winter resonated culturally.
Company
Magnum, a brand synonymous with indulgence and pleasure, credibly delivered a message of year-round enjoyment.
Category
The ice cream category typically associates consumption with warm weather and summer, creating a seasonal limitation.
Strategy:
Reframe seasonal consumption norms to position indulgence as a year-round, accessible pleasure.
Customer
Consumers often deny themselves ice cream during colder months, yet crave moments of warmth, joy, and escapism.
Culture
The universal human desire to find pockets of happiness and warmth amidst the harshness of winter resonated culturally.
Strategy:
Reframe seasonal consumption norms to position indulgence as a year-round, accessible pleasure.
Results
The campaign achieved an "extremely warm" reception. Most importantly, it led to Magnum's "Highest Low Season In History" with a remarkable +66.3% SALES increase, as verified by a Nielsen Ad Impact Study. The campaign also garnered significant earned media and industry recognition, with logos from various news outlets and advertising publications like The Guardian, The Sun, Mirror, Stylist, The Times, AdAge, Adweek, and others appearing on screen.
+66.3%
sales increase during low season
Highest
low season sales in history
Strategy Technique
Flip the Conventional Wisdom
The campaign challenged the widely held belief that ice cream is solely a summer treat. It reframed Magnum as a source of pleasure and warmth, transcending seasonal limitations.
Explore Technique
Creative Technique
Break the Norm
The campaign defied the conventional wisdom that ice cream is a summer-only indulgence. It encouraged consumers to break free from seasonal boundaries and enjoy Magnum year-round.
Explore Technique
Craft Breakdown
This campaign's craft is exceptional for its ingenious digital craft, fusing a brilliant strategic insight with sophisticated real-time digital activation and evocative photography, transforming a seasonal challenge into a compelling consumer experience.
The sophisticated integration of real-time sun-tracking data with dynamic digital billboards and proximity-based push notifications represents an exceptionally innovative and effective application of technology.
The meticulous capture of fleeting sunlit spots in a stark black-and-white aesthetic, creating striking and evocative images of pleasure, demonstrates high skill and artistic vision.
The campaign's success is rooted in the synergistic blend of a brilliant strategic insight, precise visual capture, and cutting-edge real-time digital media activation, creating a holistic and dynamic consumer journey.
