Melting ICON

Magnum · 2022

Food & Beverage

4 awards: El Ojo de Iberoamérica · The One Show · D&AD · Cannes

Melting ICON

AI Overview

Magnum launched a real-time campaign within 24 hours of a UK heat record forecast, showing their iconic ice creams melting for the first time. Street posters and social media positioned the product as essential relief, driving 1.5M earned media reach and a week-long free giveaway.

Strategic insight

Constraint becomes product benefit. By showing the ice cream melting—a flaw in normal conditions—Magnum reframed it as proof of relevance on an extreme day, turning a weather event into permission to indulge.

Earned Reach

News outlets globally adopted the melting ice cream as a heat-measurement unit, amplifying earned coverage. Major UK press including the Daily Mail and The Sun covered the work, generating an estimated 1.5 million people reached beyond paid media.

Craft Notes

Illustrator Nicolás Germani and photographer Ed Sanca created five detailed graphics showing Magnum products reacting to extreme heat. The visual language moved beyond product shots to show anthropomorphic vulnerability and humor, making the melting central to the storytelling.

More from Magnum

See all from Magnum →
Free forever

Start free. 5 campaigns a week.

Create your account — no credit card required.

Get started
We use cookies to improve your experience. Privacy