It is always good to see a brand that knows its distinctive assets. Magnum has for some time emphasised the chocolate cracking start of the Magnum pleasure journey in communication. It has also ensured the signature experience extends across flavours and formats.
New visuals that place products on a cracked surface make a short sensory moment bigger. They dramatise and strengthen the evidence for current communication reminding us nothing cracks like Magnum.
It is a very simple and inexpensive executional change. It a reminder that distinctiveness is a topic for continual improvement.
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