Magnum - 5 Senses
Autor: peter • April 14, 2011 • Essay • 543 Words (3 Pages) • 1,732 Views
SUMMARY
Magnum is an icon of indulgence for modern, sexy women. After the success of Magnum 7 Sins, sales momentum slowed
significantly in 2004. A fresh injection of news was needed to stir up excitement, regain the brand's iconic position and give
women something new and exciting to covet. Despite 30% reduced media investment, European women flocked to Magnum's
latest limited edition: the campaign for Magnum 5 Senses reclaimed the brand's former strengths – stocks ran out by July,
single sales increased by 18% in this impulse purchase sector and women rediscovered Magnum as an object of female
desire.
CAMPAIGN OBJECTIVES
l An aggregated European sales uplift above 4% in Europe and specifically +10% in the impulse sector.
l Out-perform Magnum 7 Sins and increase brand appeal and brand engagement.
l Persuade women to think differently about Magnum and to improve the Brand's equity (Millward Brown Voltage) in key
markets to secure its future as an "accessible luxury indulgent icon".
TARGET AUDIENCE
European women aged 25–40: these 'Magnum' women are the modern mistresses of pleasure and seduction, with their
sensuality being essential, as this is the key to empowerment in their pursuit of pleasure and seduction. When they feel
sensual, they feel stronger, happier, more successful and in control; all these increase their sexiness and confidence and
make them even more alluring.
Title: Magnum - 5 Senses
Source: European Association of Communications Agencies
Issue: Bronze winner, 2006
Downloaded
TV programs, advertising campaigns, fashion and beauty products are all in the business of 'selling pleasure', and right now
these are of the luxurious kind. From designer clothes, fragrances, bags, beauty products, to the glamorous lives of famous TV
characters, (Sex in the City Girls with their Manolos and Martinis), all are encouraging women to invest in their sensuality and
pleasure. Indulging the senses is today's pleasure; this season's fashions are highly desirable and premium indulgence is what
these
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