Find Your Summer
Magnum · 2024
6 awards: Clio Awards · D&AD · Cannes · The One Show · +2 more
Strategic insight
Winter isn't a barrier to ice cream consumption; it's the moment when pleasure matters most. By validating cold-weather indulgence as emotional sustenance rather than fighting seasonal logic, Magnum shifted penetration from a cyclical inevitability into a leadership opportunity.
Business Result
Magnum achieved its strongest January in company history with a 66.3% value sales increase for the core range and 38.9% uplift across total Magnum portfolio, reversing a historical 10-percentage-point penetration drop from August to January.
Cultural Impact
The campaign directly challenged and reshaped the category's seasonal logic itself. By convincing consumers that winter is when ice cream matters most—not least—Magnum established a new behavioral norm around cold-weather indulgence as emotional sustenance.
