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Magnum Ice Cream

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by

Andrea Webster

on 11 April 2016

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Transcript of Magnum Ice Cream

Magnum Ice Cream
Gold font
Wall’s logo
Bold but feminine
High class and luxury
“For Pleasure Seekers”
Packaging is the same colour as the bar
Classic bar’s packaging is brown
White bar’s packaging is a milky white colour
Pink Raspberry bar’s packaging is pink
Glossy effect
Curiosity tells them to investigate
Boost in sales
A signature cracking of the chocolate
Existing Campaigns
Print Advert
Television Advert
Promotions
Rebranding
Proposal
Synopsis
Distribution Plan
BCAP Code
Demographic
Current Target Audience
A high paid job (actress in the 5 Kisses Advert)
At a fancy event (a party in the Marc de Champagne for Magnum 25 years birthday advert)
Getting ready for a girlie night out (Magnum Mini advert)
Middle to high class woman
18 to 28 years old
High income
A, B or C1 categories
Psychographic
Owned by Unilever
400 different brands
"Helping people to look good, feel good and get more out of life"

“Explorers”
Limited edition ranges
Customers are satisfied with the “instant effect” Magnum provides
Bibliography
Magnum Classic’s range
Advertise it to an older generation of women.
New Target Audience
Women
60 to 85 years old
E demographic
An old woman sits down with a Magnum Ice Cream
Smiles at a photograph of herself and her husband.
Taken back to a date with her husband.
“For Remembering the Good Times!”
09:00 - 16:00
Gold
NO misleading information
NO offensive language or racism
Will NOT undermine national dietary improvements
https://www.cap.org.uk/Advertising-Codes/~/media/Files/CAP/Codes%20BCAP%20pdf/The%20BCAP%20Code.ashx
http://www.barb.co.uk/whats-new/weekly-top-10?
http://www.mymagnum.co.uk/product
https://www.unilever.co.uk/brands/
http://popsop.com/2011/05/magnum-to-find-the-proper-heir-of-its-father/
http://files2.coloribus.com/files/adsarchive/part_819/8197655/file/magnum-ice-cream-cracking-small-66364.jpg
https://thisisnotadvertising.files.wordpress.com/2012/06/board-jewel_42.jpg
http://www.marketingmag.ca/wp-content/uploads/2011/05/magnum_1105.jpg
Easily pick
No messing around reading each packet
Brand Identity
Summary
Classy, luxurious brand identity
Current demographic: A, B or C1
Current psychographic: Explorers
Change demographic: E
Air on Gold
Must follow the BCAP code
Full transcript