Magnum Print, Design & Branding ICE CREAM JEWELS by Lola Madrid

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Industry Ice cream & Cold desserts
Media Print, Magazine & Newspaper, Design & Branding
Market Spain
Agency Lola Madrid
Executive Creative Director Jorge Lopez Navarrete, Chacho Puebla
Creative Director Francisco Cassis, Paulo Areas
Art Director Bruno Nakano
Copywriter Martin Feijoo
Released September 2011

Credits & Description

Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser: UNILEVER
Executive Creative Director: Chacho Puebla (Lola/Lowe & Partners)
Executive Creative Director: Jorge López (Lola/Lowe & Partners)
Creative Director: Paulo Areas (Lola/Lowe & Partners)
Creative Director: Francisco Cassis (Lola/Lowe & Partners)
Art Director: Bruno Nakano (Lola/Lowe & Partners)
Copywriter: Martín Feijoó (Lola/Lowe & Partners)
Creative Advisor: Tura (Lola/Lowe & Partners)
Production Director: Hector Palacio (Lola/Lowe & Partners)
Account Executive: Laura Gerpe (Lola/Lowe & Partners)
Agency Executive: Anastasia Sysoeva (Lola/Lowe & Partners)
Agency Producer: Marie Gilot (Lola/Lowe & Partners)
Photograph: Jorge Crooke (Estudios La Luna)
Photograph: Diana Kunts (Estudios La Luna)
: (Escriba)
: (Artefacto)
Account Manager: Yann Baudoin (Lola/Lowe & Partners)
Media placement: Supermarket corner - El Corte Inglés - April
Describe the objective of the promotion.
Temptation is Magnum’s most premium ice cream ever.
It’s almost 1€ more expensive than a standard Magnum.
How can we underscore the difference between a regular ice cream and a Magnum Temptation in a supermarket environment, which is everything but premium?
Describe how the promotion developed from concept to implementation.
We turned Magnum Temptation ice cream into jewelry.
We hired Catalan food artist Daniel Domínguez to turn Temptation ice creams into beautiful and fancy necklaces, made out of 3 different types of chocolate, fruit, crystallised caramel and cocoa.
But that's not all.
We turned regular ice cream cabinets into window displays and used them to showcase the jewels at El Corte Inglés, the biggest supermarket chain in Spain.
Explain why the method of promotion was most relevant to the product or service.
Shop windows had a screen where people could also see the documentary of how the glittering jewels were made by the artist, making it even more surprising in store and making our point about the premiumness of Magnum Temptation's ingredients.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Sales increased 21% during the promotion.
Thousands of people felt better about the extra euro they paid for the world’s most premium ice cream.
And one kid tried to steal a necklace. Without success…