Insight About Magnum

THE INSIGHT

For 25 years, Magnum has been successful at meeting its consumers expectations. Its worldwide reputation and high customer loyalty are strong evidence for that and it’s still improving itself. In order to understand what is behind this success, first we should identify what is Magnum, then point out the connection between consumers and Magnum such that what does it make them feel like.

First of all, Magnum is a multi-dimensional concept. To begin with, Magnum is an ice-cream which is a perfect combination of chocolate and cream. It is like a harmony of tastes having intense flavor. In addition to this, Magnum is a brand which is not repeating itself but innovating continuously. It strengthens its brand image with breathtaking commercials, adding new Magnum versions and appealing promotions. Moreover, Magnum is a symbol of independence, coolness, elegancy, quality, fashion and joy.

Secondly, Magnum is capable of connecting to people, that is, people attribute meanings to Magnum. It is an escape pleasure for them; such that people eat Magnum to move away from daily life stress and indulge themselves. Besides, while eating Magnum, people feel as if they state their personality. In a deeper sense, a Magnum consumer thinks that s/he exposes her/himself as independent, cool and stylish by eating Magnum. Furthermore, it leaves a strong impression on consumers that makes it hard to forget the special Magnum moment. Even after a certain time passed,

Throughout 25 years, the perceptions which mentioned above have been occurred. In our project, our aim is to refresh these perceptions, and expand its domain. We took this successful history of Magnum as a starting point for our campaign, and we’ve designed every step, from TV commercials to the high-end yacht party, of our project in accordance with those perceptions.