Launching Magnum’s first U.S.-led social campaign—and celebrating 10 years of chocolate mastery

Magnum Ice Cream: A precision-crafted social launch reintroducing the brand as the ultimate indulgence

The Ask: Magnum needed to reintroduce its brand to U.S. audiences with fresh, platform-native creative—marking the first time the brand developed a campaign specifically for the U.S. market, rather than adapting from global assets. The goal: elevate Magnum as the ultimate indulgent experience and reconnect with modern consumers.

The Strategy: We built a precision-targeted, social-first campaign to reach four distinct audiences—chocolate lovers, foodies, beauty mavens, and indulgence seekers—each receiving bespoke content tailored to their interests. Magnum’s iconic double-dipped bar and its signature “crack” were at the center of the story.

The Execution: The execution featured high-impact creative across Instagram and Facebook, showcasing rich textures, beautiful tablescapes, and chocolate-first storytelling. From bold product close-ups to sensual lifestyle shots, every visual was crafted to position Magnum as the ultimate indulgence—visually irresistible and optimized for social-first platforms.

The Results: This was Magnum’s first U.S.-led social campaign—and it delivered. All ad variations exceeded performance benchmarks, driving over 1% engagement (well above the FB/IG CPG average of 0.21–0.90%) and strong action scores across precision audience segments. Visually rich, mobile-optimized creatives resonated particularly well, with the Beauty Bar Bite ad leading in brand recall and message clarity. Close-up product visuals, audio cues like the signature chocolate crack, and tight branding helped establish Magnum’s refreshed, indulgent tone while boosting purchase intent and brand interest.

The Tentpole: Celebrating 10 years of Magnum in the U.S.

The Moment: To mark 10 years of Magnum’s U.S. presence, we created “A Decade of Decadence”—a tentpole campaign built around the launch of the new Mini Truffle Bars.

The idea: Inspired by fireworks and rich textures, we celebrated the joy of indulgence with cinematic slow-motion visuals, electrified sound design, and a hero-worthy look at Magnum’s iconic double-dipped chocolate shell. The campaign was a love letter to chocolate craftsmanship and the ritual of savoring every bite.

Creative anchor: 10 years. 80,000 hours of chocolate expertise. One iconic crack.

Shot in South Africa, this content lived across social and digital channels —reinforcing Magnum’s position as the pinnacle of premium indulgence.