Magnum, the classic stick ice cream born in 1989, is launching a new campaign that addresses its copycats with humour. As consumers began referring to Magnum imitations as 'Magnum-like' ice creams, the brand saw an opportunity to showcase why only Magnum is “like Magnum”. The film tells the story of a woman who discovers that her partner has been buying fake Magnum ice creams all along. And from there, everything falls apart. The campaign is now live in the UK and includes a series of TVC, OOH, prints, POS, and digital amplification that continues to develop the campaign’s insight while encouraging people to 'Stick to the Original.'
