On the hottest day ever, enjoy it before it melts
Extreme heat isn’t ice cream’s best friend. When temperatures hit 43ºC on the hottest day in UK history, the product literally couldn't survive outside the fridge more than a few minutes, turning Magnum's biggest symbol of pleasure into a liability.
To prove that even melted, a true icon stays unmistakable.
When it's 43ºC outside, the iconic ice cream did the only thing it could: melted. We created a series of posters with different melted Magnums, inviting Brits to enjoy them before they melt. In under 24 hours the campaign was conceived, produced and launched, turning a national heat wave into a national fever for Magnum.
