The campaign includes TV and outdoor advertising, PR, on-pack and digital promotions. For the midas touch, the campaign also includes an exciting in-store promotion where
Magnum will be giving away limited edition
Magnum gold coins valued at R5 000 each and one lucky entrant will win five 100g gold bars valued at R200 000.
Bhavna Maharaj, Brand Manager
Magnum, commented “2010, the year which marks the launch of
Magnum Gold?!, is set to be a hugely exciting year for
Magnum. We have teamed up with an A-list Hollywood actor and a world renowned film director to help turn the launch into a first class campaign. Working alongside such a prestigious name as Benicio Del Toro has been a huge honour and we have thoroughly enjoyed seeing him in action to help bring our heist campaign to life.”
Best known for the pneumonic sound of the cracking chocolate when someone bites into the ice-cream,
Magnum’s 2010 campaign is based around one integrated idea – “The heist - NEW
Magnum Gold?! is as Good as Gold”
Bryan Singer, the American film director and producer of The Usual Suspects, the first two X-Men films, Superman Returns and the popular TV series House, will be directing the series of
Magnum TVCs so consumers should expect nothing short of Hollywood genius.
The advertising campaign which features
Magnum Gold?! and
Magnum Minis, is told with the cinematographic language of a Hollywood movie trailer. In this case, an action movie set around a great robbery whereby Benicio Del Toro and his glamorous sidekick attempt to uncover a staggering 75 million pieces of gold.
But South Africans don’t need to plan a heist to obtain the real deal. All they need to do is enter the most desirable competition in retail. Entry into the “Crack the code” promotion is done by purchasing any
Magnum ice cream variant and texting the unique code found on the ice cream stick to 35650 or enter by visiting
www.mymagnum.co.za. South Africans will also have a once-in-a-lifetime opportunity to star alongside actor, Benicio Del Toro, in a series of ‘tongue in cheek’ heist scenes on
www.mymagnum.co.za. Magnum developed the exciting digital campaign which gives consumers the unique opportunity to appear in a fast-paced, action packed film sequence alongside one of Hollywood’s greatest actors, Benicio Del Toro. Through simply sending a photo of themselves via the website,
Magnum will turn them into a budding movie star.
Magnum Gold!? is currently in store and retails for R14.00 each for the Impulse Single Serving and R49.99 for the
Magnum Mini variants.