Magnum Gold?! How one golden integrated idea sold 130 million ice-creams

To launch Magnum Gold?! as a global product, this fully integrated campaign engaged consumers in a product launch that leveraged celebrities in a fresh new way, from a spoof trailer of an action Hollywood blockbuster to ground breaking face-texturing techniques allowing consumers to star in their own Hollywood heist videos. The campaign blurred the lines between cinematic content, advertising, experiential marketing and digital, and delivered record brand growth. In total it sold 130m Magnums globally, which was 55m ahead of target, delivering incremental revenue of €37.9m and payback of €1.41 for every €1 invested