Magnum’s advert against imitations: “Stick to the Magnum”
The agency Lola Mullenlowe has been in charge of the advertising campaign
Magnum’s advert advocates the quality of its product over imitations made by private brands.
The white label is a phenomenon that has spread to all supermarket brands in our country. They are usually basic products created by the distributor as their own brand. But the private label is also a field of imitations and recreations of the most successful products, such as Magnum ice cream.
In all the frozen food sections we find replicas of the famous ice cream under names with little originality. Almost the same product but at a much lower price. Now, Magnum has launched a campaign to encourage people to buy its products in search of the cheapest ones.
“Stick to the Original” is the title of the Magnum advert created by agency Lola Mullenlowe and produced by Proppa and Bacon. A campaign that is broadcast in the United Kingdom with iterations on television, outdoor advertising, digital and point of sale.
The Magnum advert puts us in the situation of a woman who discovers that her husband has bought ice cream similar to the white label Magnum. This makes the woman wonder what fake things her husband is hiding from her. Little by little she investigates the house to discover the truth: fake awards, edited photographs, weights that don’t weigh and even a false mustache. The revelation surprises the woman, who flees from that house in search of a real Magnum ice cream.
The Magnum advert ends with the claim “Like a Magnum, is not a Magnum.” According to Tomás Ostiglia Executive Creative Director, Lola MullenLowe Madrid: “Our objective was to demonstrate not only that a reference in the category can refer to other brands, but also that it can do so with humor, if done with good taste. Magnum entrusted us with its latest campaignpara contar una verdad bien conocida: hay muchos helados ‘tipo Magnum’, pero ninguno ofrece los ingredientes de alta calidad y la experiencia placentera que ofrece el helado real.”
According to Benjamin Curtis, Global VP of Magnum: “At Magnum, we work very hard to create the highest quality ice cream, and we wanted to find a new way to tell our audience why it’s worth staying true to the original. Lola MullenLowe came up with a brilliant and fun way to dramatize our commitment to authentic pleasure of the highest quality.”
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