The pitch
In 1988, Unilever revolutionized the world of ice cream by launching the first stick for adults under the “MAGNUM” brand.
Today, Magnum is Unilever’s leading brand in all categories, and only 30 years after its creation, no fewer than 13 Magnum sticks are sold worldwide every minute. Faced with a very weather-sensitive category, except in the cinema exhibitor network, and having built its image on items of premium glamour, joining forces with the Cannes Film Festival was an obvious choice.
The strategy
By implementing an extensive public relations program, we have ensured Magnum’s long-term presence at Cannes, moving from a local activation to a global one serving more than 20 countries where the brand is present.
The results
In 10 years, we’ve orchestrated the amplification of more than 8 branded evenings with international muses and local talent, 40 film evenings and their casts, including 15 films in official competition and 2 Palmes d’Or awards.
For a media impact of €2 million in earned media for France, by promoting the effectiveness of the paid media campaign at the heart of the season.
* Source: Kantar Media: average annual gross advertising equivalence.
