Magnum goes silver for 25th year

The world’s first premium hand-held ice cream aimed at adults is celebrating its 25th anniversary.

Launched in 1989 in Germany and Belgium, Unilever’s Magnum now sells more than two billion items annually worldwide, including New Zealand.

It is also the biggest brand among Unilever’s ice creams.  

To mark the occasion, Magnum has re-launched its Classics range and has unveiled a new variant with salted caramel.

This limited edition product includes swirls of salted caramel-flavoured sauce weaved through creamy vanilla, all encased in milk chocolate and a luxurious silver finish. 

The packaging features a sophisticated silver holograph with the Magnum M-stamp. 

A worldwide campaign spans TV, outdoor, digital and PR with the strapline, “Celebrating 25 years of pleasure” alongside Magnum’s updated, gold-framed packaging.

The packaging revamp is long-term as Unilever wants to bolster the “indulgence” and premium qualities consumers associate with the ice cream. 

One TV ad attempts to showcase both themes, featuring a woman chasing a golden Magnum emblazoned balloon down the streets of Paris. The ad develops to follow hundreds of balloons as they float through the city.