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The Royal Treatment:Magnum Ice Cream Philippines
Case Study Rachel Torres
About MagnumSilky ice cream
Dipped in thick Belgian chocolate
Can include caramel sauceor chocolatey sauce
First handheld ice cream targeted as a premium ice cream for adults
One of the world’s leading ice cream brands, selling one billion units annually, worldwide, and it is the biggest brand of Unilever ice creams.
Objectives
Find out how Magnum was almost be sold out a few days after its launch
in the country, before traditional media ads
were out.
Scrutinize how Magnum uses social media in the
Philippines.
Find out how Magnum’s advertising stays “alive” without much help from
traditional media.
February 28, 2012Philippine BreakthroughMagnum has trended at least twice
Part of the top 4 trending topics on March 15
Before putting up traditional media ads in March, it has already sold out in numerous convenience stores.
Strategy: Power of Social MediaCelebrities
Strategy: Power of Social MediaThe People
“It’s not the ice cream–it’s the marketing”
With little help from professional advertising,
Magnum keeps showing up on social media.
References
Bunoan, V. (2012). How magnum became the “it” ice
cream. Retrieved from: http://www.abs-
cbnnews.com/lifestyle/10/16/12/how-magnum-
became-it-ice-cream
BusinessTips.ph (2012). Magnum ice cream in the
Philippines. Retrieved from:
http://businesstips.ph/magnum-ice-cream-in-the-
philippines/
Delta, K. (2012). Magnum and marketing. Retrieved
from:
http://foodtechpinoy.wordpress.com/2012/05/10/
magnum-and-marketing/
The Philippine Beat (2012). Magnum ice cream indulgence
is in town! Retrieved from:
http://thephilippinebeat.blogspot.com/2012/03/magnu
m-ice-cream-indulgence-is-in-town.html
Rodriguez, C. (2012). How an ice cream bar turned into a
trending topic and almost sold out. Retrieved from:
https://ph.she.yahoo.com/how-an-ice-cream-bar-turned-
into-a-trending-topic-and-almost-sold-out.html
Visconti, K. (2012). Is magnum ice cream fueling class
war? Retrieved from: http://www.rappler.com/life-and-
style/3070-is-magnum-ice-cream-fueling-class-war