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Advertising campaign "Magnum (5 Senses)"

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Magnum: 5 Senses Strawberry

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Released:	August 2006
Advertiser:	UNILEVER
Brand name:	MAGNUM ICE CREAM
Agency:	McCANN-ERICKSON
Country:	Italy
Category:	Baking & sweet foods
Tags:	Creative review Creative ads on bus shelters

Credits:

Description / Synopsis
SUMMARY
Magnum is an icon of indulgence for modern sexy women. After the success of Magnum 7 Sins, sales momentum slowed significantly in 2004. A fresh injection of news was needed to stir up excitement, regain the brand’s iconic position and give women something new and exciting to covet. Despite 30% reduced media investment, European women flocked to Magnum’s latest limited edition: the campaign for Magnum 5 Senses reclaimed the brand’s former strengths – stocks ran out by July, single sales increased by 18% in this impulse purchase sector and women rediscovered Magnum as an object of female desire.
Title: "Bus Shelter: 5 Senses Strawberry"
Agency: McCann Erickson London
City: London
Production Company: Quad Productions
Advertiser: Unilever
Brand Name: Magnum
Country: Italy
Creative Director: Milka Pogliani
Art Director: Mark Hurst
Director: Bruno Aveillan