New Magnum Luxe flavours show that ‘pleasure has more than one layer’ in campaign via PHD

‘Pleasure has more than one layer’ according to PHD’s latest campaign for Unilever to promote its Magnum Luxe range.

The tagline has been brought to life in the campaign, which uses a variety of channels and formats, including sound-enabled outdoor, station dominations and colourful digital billboards.

It kicked off on Monday across TV, video and outdoor.

“We know that consumers are seeking exciting new flavours to surprise and delight their taste buds,” said group business director on Unilever at PHD, Kathryn Furnari.

“By working collaboratively with the Magnum team and our media partners, we were able to bring the essence of the product to life through innovative media formats, making for an exciting launch in 2020.”

The new ice cream flavours include chocolate cake batter, raspberry panna cotta and caramel hazelnut truffle sticks, salted caramel, and chocolate ganache.

“We’re excited to create a launch like Magnum LUXE and lead the way from ANZ to step up indulgent ice creams with genuinely exciting products. PHD has partnered with us to create a high impact media strategy that could also deliver luxury to the masses and specific audiences,” said Unilever’s Melanie Chen.


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