Magnum's new £13 million campaign to include experiential

The new campaign, which includes experiential, invites consumers to release their inner beast
The new campaign, which includes experiential, invites consumers to release their inner beast

Unilever brand Magnum has launched a new multi-million pound campaign to support the launch of its Magnum Double range.

The campaign, which was launched last Saturday (9 April) through the medium of TV, invites consumers to ‘Release the Beast’ and ‘Dare to Go Double’.

It will span experiential, outdoor, digital, search and social. Exact details of planned live activity remain under wraps, however the brand has revealed it is hosting a VIP launch party in London next week.   

The campaign is also designed to reinforce Magnum’s positioning as both a luxurious and chocolate ice cream-focused brand.

The Magnum Double range includes three flavours – Magnum Double Chocolate, Magnum Double Caramel and the new Magnum Double Peanut Butter.

Nicola Rolfe, brand manager, Magnum at Unilever UK said: "This year Magnum is launching its most indulgent ice cream: Magnum Double. We want to inspire consumers to dare to go double and embrace pleasure with our new delicious flavours, which are unique in the chocolate ice cream category."

Magnum was particularly active in the experiential space last year - its hosted a Pink and Black party on Regent Street in May, and its Pleasure Store pop-up was such a hit, the brand opted to extend its opening by two weeks over the summer.

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @brea__carter


Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free