New campaign: Magnum 5 Senses

Marketing, 16 March 2005, 11:24AM

Unilever is spending £6.5m on a TV campaign to promote the launch of Magnum 5 Senses, a range intended to replicate the success of its limited-edition 7 Deadly Sins. The 5 Senses line, comprises Sound, Aroma, Touch, Vision and Taste variants, in flavours including vanilla ice cream and aromatic coffee. The ad, which takes a 'journey through the senses', showcases the ingredients used. The TV campaign will be supported by print, digital and point-of-sale activity. Sales of Magnum rose 17% year on year in 2003 to £67.2m, according to IRI.

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