The Royal Treatment:Magnum Ice Cream Philippines

Case Study Rachel Torres

About MagnumSilky ice cream

Dipped in thick Belgian chocolate

Can include caramel sauceor chocolatey sauce

First handheld ice cream targeted as a premium ice cream for adults

One of the world’s leading ice cream brands, selling one billion units annually, worldwide, and it is the biggest brand of Unilever ice creams.

Objectives

Find out how Magnum was almost be sold out a few days after its launch

in the country, before traditional media ads

were out.

Scrutinize how Magnum uses social media in the

Philippines.

Find out how Magnum’s advertising stays “alive” without much help from

traditional media.

February 28, 2012Philippine BreakthroughMagnum has trended at least twice

Part of the top 4 trending topics on March 15

Before putting up traditional media ads in March, it has already sold out in numerous convenience stores.

Strategy: Power of Social MediaCelebrities

Strategy: Power of Social MediaThe People

“It’s not the ice cream–it’s the marketing”

With little help from professional advertising,

Magnum keeps showing up on social media.

References

Bunoan, V. (2012). How magnum became the “it” ice

cream. Retrieved from: http://www.abs-

cbnnews.com/lifestyle/10/16/12/how-magnum-

became-it-ice-cream

BusinessTips.ph (2012). Magnum ice cream in the

Philippines. Retrieved from:

http://businesstips.ph/magnum-ice-cream-in-the-

philippines/

Delta, K. (2012). Magnum and marketing. Retrieved

from:

http://foodtechpinoy.wordpress.com/2012/05/10/

magnum-and-marketing/

The Philippine Beat (2012). Magnum ice cream indulgence

is in town! Retrieved from:

http://thephilippinebeat.blogspot.com/2012/03/magnu

m-ice-cream-indulgence-is-in-town.html

Rodriguez, C. (2012). How an ice cream bar turned into a

trending topic and almost sold out. Retrieved from:

https://ph.she.yahoo.com/how-an-ice-cream-bar-turned-

into-a-trending-topic-and-almost-sold-out.html

Visconti, K. (2012). Is magnum ice cream fueling class

war? Retrieved from: http://www.rappler.com/life-and-

style/3070-is-magnum-ice-cream-fueling-class-war