Magnum Asks Ice Cream Fans to Avoid Imitations and Stick to the Original

Magnum, the classic stick ice cream born in 1989, is launching a new campaign that addresses its copycats with humour.

As consumers began referring to Magnum imitations as 'Magnum-like' ice creams, the brand saw an opportunity to showcase why only Magnum is “like 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 not only that a category referent can address new brands with elegance but also that a brand like Magnum can communicate with humour, if done with good taste," said Tomás Ostiglia, executive creative director, LOLA MullenLowe Madrid.

Ben quote, global VP, 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."