The Challenge
Pleasure had become a crowded territory. With competitors closing in, Magnum's ownership of it was no longer enough. The brand needed to go deeper than pleasure as a taste, and claim it as its purpose.
Magnum
Be True To Your Pleasure
Pleasure, turned into a statement of personal freedom.
The Crazy Ambition
To make pleasure something people wear with pride. Not something they hide.
The Idea
The ultimate pleasure is the freedom to be who you are. So we turned to those who live that truth most boldly: drag queens. Unapologetically themselves, they took Magnum's idea of pleasure somewhere no ice cream brand had ever gone — deeper, more human, more true.
