Hating on the fakes
Magnum took on a challenge as old as time for premium brands: How do we get our audience to justify spending more on us, when there are cheaper alternatives out there?
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Magnum noticed that there were increasingly more cheap "choc ice" ice cream brands that were copying Magnum's branding. What's more, people were referring to these knock-offs as "Magnum-like", indicating how strong the Magnum brand still was. So they needed to remind audiences that they were the original, the best, and the one worth paying for. In the "Stick to the original" campaign, a gorgeous TV ad was complimented with a radio spot that focused on the "snap" of chocolate that is so distinctive to Magnum. This ad scored 'Exceptional' on impact, brand fluency and short term sales spikes when measured by System1.