The Challenge
Imitation private labels started winning not just on price, but on culture. With dupe culture gaining traction, consumers began treating the copy as the smart choice, making authenticity feel like a premium for the naïve.
Magnum
Stick to the Original
If it’s like Magnum, it’s not Magnum.
The Crazy Ambition
To make choosing the original the ultimate smart choice.
The Idea
As consumers referred to private label ice creams as 'Like Magnum', we reminded them that 'Like Magnum' is not Magnum. The campaign used an over-the-top dramatic situation where a fake Magnum unveils the many hidden lies inside a relationship, ultimately driving our protagonist to the only real thing she can trust: a Magnum ice cream.
