Magnum Ice Cream Ads Bring the Ultimate Sensory Experience to Life
Georgia Wray Norsten — March 13, 2025 — Marketing
References: adage
The new Magnum ice cream ads are turning up the volume on what makes the indulgent treat so irresistible. The brand’s latest campaign, 'Crack,' takes inspiration from its fans, who have long praised the unmistakable sound of biting into a Magnum bar’s thick chocolate shell.
Directed by Martin Werner and created by LOLA MullenLowe, the series of wordless spots exaggerates just how impactful that first bite can be. From sending pool balls flying across a table to disrupting a peaceful library, the ads playfully highlight the sensory pleasure of Magnum’s signature crack. The tagline, 'Thick, cracking chocolate,' drives home the message that indulgence should be both seen and heard.
'For 35 years, Magnum has been a symbol of true pleasure,' said Tugce Aksoy, the brand’s global director. The campaign takes that experience beyond taste, reinforcing Magnum’s status as the go-to ice cream for luxurious, multi-sensory delight -- now rolling out across Europe, including in the U.K. and Turkey.
Image Credit: Magnum
Directed by Martin Werner and created by LOLA MullenLowe, the series of wordless spots exaggerates just how impactful that first bite can be. From sending pool balls flying across a table to disrupting a peaceful library, the ads playfully highlight the sensory pleasure of Magnum’s signature crack. The tagline, 'Thick, cracking chocolate,' drives home the message that indulgence should be both seen and heard.
'For 35 years, Magnum has been a symbol of true pleasure,' said Tugce Aksoy, the brand’s global director. The campaign takes that experience beyond taste, reinforcing Magnum’s status as the go-to ice cream for luxurious, multi-sensory delight -- now rolling out across Europe, including in the U.K. and Turkey.
Image Credit: Magnum
Trend Themes
1. Sensory-centric Advertising - Brands are increasingly leveraging sensory experiences, such as sound, to create more engaging and memorable advertising campaigns.
2. Multi-sensory Branding - Using multi-sensory cues in brand marketing offers a unique opportunity for distinguishing products in crowded marketplaces.
3. Experience-driven Marketing - Emphasizing experiential elements like sound in marketing engages consumers on a deeper emotional level, redefining conventional advertising strategies.
4. Sensory-centric Advertising - Brands are increasingly leveraging sensory experiences, such as sound, to create more engaging and memorable advertising campaigns.
Industry Implications
1. Food & Beverage - The food and beverage industry is innovating by incorporating sensory elements in campaigns to enhance the consumer’s indulgence experience.
2. Advertising & Media - The advertising sector experiences a shift towards sensory-focused promotions, tapping into consumer desires for immersive brand interactions.
3. Consumer Packaged Goods - Consumer packaged goods companies explore cross-sensory marketing to rejuvenate traditional product lines and cultivate distinctive brand identities.
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