Winter has always been a historical low season for the whole Ice Cream category. When January arrives and temperatures outside start hitting a maximum of 1.0ºC1 on average in the UK, people start eating less and less ice cream.

As the category leader, Magnum’s business has been affected by this challenging reality year after year, with Magnum’s penetration in the UK dropping almost 10% from August to January (August 2022 13.1% vs January 2023 4.1%)2.

More than a business challenge, this was a leadership challenge.

Because, if there is one brand that can lead a movement to start changing this seasonality, this brand is Magnum.

And that was what we did.

1 UK Government Met Office - January 2024 Monthly Weather Report

2 Magnum Europanel Q4’2023

"In the Rain" was a suggestion of the director at an early stage. The track, with lyrics about being out in the rain (including thunder sounds!) but with a truly luxurious slow burn vibe that reflects the sumptuous indulgence of enjoying Magnum ice cream, presented itself as the perfect option right off the bat.