Strauss Ice-Cream
Background
Magnum, produced by giant Unilever (in Israel: "Strauss") is the
country's oldest, most well-known and respected premium ice-cram
bar. The brand addresses a more mature crowd (ages 25 to 45), who
can truly appreciate life's finest pleasures – even if they are seemingly as simple as an ice-cream bar. Magnum boasts a rich world of content:
Classical, luxurious, sensual, esthetical, empowering and arguably
feminine. It's really about chocolate...
In 2006, Unilever decided to upgrade the brand's positioning and
scrupulously sharpened its luxurious perception: "The Gucci of pleasurable food" – a surprising twist to a commodity such as ice cream.
Concept
If Magnum was a woman – what should she dress like? How her house would look like? What make up she will use… Let's give the Israeli audience a closer look and experience of life style by Magnum.
The Magnum Concept Store For the first time ever, a limited duration POP-UP store was created that tells the story of the brand and its values through an array of familiar and various elements, which furnished an exceptional and exquisite shopping experience.
To that end, we connected to a few other leading brands, each an icon of prestige and quality, and together formed a unique collection that matches Magnum's values, colors and experience. Those items were placed in the store, each in a predetermined spot. The store became one of the landmarks marketing events in Israel during 2007.
It resonance in an astounding buzz and hype around the store…and here's why:
- Large numbers of consumers heard about the Magnum Store
- Record number of store visitors, considering Israel's population
- Strong levels of PR
- High numbers of unique visitors visited the web site.
- Sales of items (from the variety of brands) sold in the store in only two and a half weeks was very high.
Actual sales results are not for publication.