Magnum creates ice-cream range inspired by 60s

Marketing 26-Jun-03

Unilever is planning to follow its Magnum Seven Deadly Sins campaign with a similar heavyweight promotion for an ice-cream brand themed around the 60s.

The 'Magnum: Sixties Nine' promotion will feature nine flavours with names such as John Lemon, WoodChoc, Jami Hendrix and Cherry Guevara, and is expected to be a major part of Unilever Wall's marketing activity next year. It will be supported by an ad campaign through McCann-Erickson.

Magnum: Sixties Nine launched last month in Australia, which was also the launch market for Seven Deadly Sins.

Unilever is expected to learn from its Seven Deadly Sins activity to boost the campaign. Unlike the earlier promotion, Unilever has launched the variants in a single burst, rather than two lines at a time. It is not known whether it will employ the same strategy for the UK.

A Unilever spokesman said the promotion was yet to receive the final go-ahead. Next year's marketing plans for the Wall's portfolio are to be finalised next month.