Magnum Print STICK SPOON by Lola Madrid

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Industry Ice cream & Cold desserts
Media Print, Magazine & Newspaper
Market Spain
Agency Lola Madrid
Executive Creative Director Jorge Lopez Navarrete, Chacho Puebla
Art Director Marc Menció, Paulo Areas
Copywriter Francisco Cassis, Nicolás Gómez Cal
Released April 2012

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Advertiser: UNILEVER
Executive Creative Director: Chacho Puebla (Lola/Lowe & Partners)
Executive Creative Director: Jorge López (Lola/Lowe & Partners)
Creative Director: Francisco Cassis (Lola/Lowe & Partners)
Creative Director: Paulo Areas (Lola/Lowe & Partners)
Copywriter: Francisco Cassis (Lola/Lowe & Partners)
Art Director: Marc Mencio (Lola/Lowe & Partners)
Art Director: Paulo Areas (Lola/Lowe & Partners)
Copywriter: Nicolás Gómez (Lola/Lowe & Partners)
Creative Advisor: Tura (Lola/Lowe & Partners)
Media placement: Ice Cream - Magnum - April 2012

Describe the objective of the promotion.
Magnum is the world’s most famous ice cream on a stick.
We needed to communicate the extraordinary launch of the new Magnum Cup to our brand lovers.
It needed to be a surprising and engaging promotional launch.

Describe how the promotion developed from concept to implementation.
We decided to talk to our consumers in the exact moment when they are loving the brand the most: when having a Magnum.

Explain why the method of promotion was most relevant to the product or service.
We created the Stick/Spoon and we used our product as the promotional vehicle.

So when our consumers finished their ice cream they were surprised with the Stick/Spoon and got our message: The new Magnum cup. Coming soon.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Some say that half the money you spend on advertising is wasted, but you don’t know which half.
Well, not in this case.
Absolutely everyone who had a Magnum found out about the new Magnum Cup.