Nikki Hobin/The Marketing Store/Client Service Director The launch of Magnum Coffee Break was to offer new news to Magnum consumers, resulting in increased sales for the Magnum brand. This launch was part of an overall Magnum Masterbrand strategy and with the decline in overall impulse sales; it was never going to be an easy task.

The sales Objectives for Magnum Coffee Break were two fold1. Magnum Coffee Break to out-perform the previous Magnum variant launch 2. Magnum Coffee Break to not cannibalise the sales of the other variants within the Magnum brand.

The Communication Objectives for Magnum Coffee Break were to drive awareness of Magnum Coffee Break to Women 16-39Due to the high levels of awareness generated for Magnum Coffee Break, objectives were met, with Magnum Coffee Break outperforming the previous Magnum variant launch by 13%. Minimal cannibalisation occurred as incremental sales growth was experienced across the entire Magnum brand. Utilising the Universal McCann quantitative tool Media In Mind, and the “A Day in the Life of a Women 16-39” technique, we were able to identify when our target took a coffee break, what they were doing at these times and how we could reach them most effectively. Television, Magazines, Outdoors Sampling, Coffee Cups and POS provided us with the perfect platforms to activate The Ultimate Coffee Break experience thanks to Magnum Coffee Break.The sensual elements of the coffee break experience, which provided the foundation for this strategy to Women included:1. First you smell the coffee2. Then you taste the coffee3. Then you sit back and enjoy the breakFirst you smell the coffee…. In conjunction with the Magnum brand manager, we devised the idea of running Scratch ‘n' sniff ads in magazines, which was a category first. Not only was the scratch 'n' sniff device delivering on the coffee smell, it also enabled the young professional women to interact with the Magnum brand in a highly relevant and impacting way.Then you taste the coffee … In conjunction with The Marketing Store, we created a “coffee lounge” in the middle of the city at lunchtime with scantily clad men serving women Magnum Coffee Break during their lunchtime. Understanding that a large proportion of our target audience go outside for lunch, this was the perfect opportunity to sample with an impactful twist.

Then you sit back and enjoy the break … We identified and advertised on premium paper coffee cups (a media first), so that we were continually part of the pleasurable coffee experience. In order to generate the necessary reach, we also advertised across multiple break time media, magazines the medium of companionship and television activity focused around ‘time out’ programmes.

Magnum Coffee Break embraced all the sensual elements of coffee, and took the traditional coffee break experience to a whole new level creating The Ultimate Coffee Break Experience. Universal McCann identified the opportunity to take the “Coffee Break Experience” and make it the foundation of the media strategy for the launch of Magnum Coffee Break to young professional women. We lead the total communication process, ensuring that all elements of this coffee break strategy were delivered across both above & below the line communication channels. Finally, we provided the environment in which to make the creative message work harder… resulting in The Ultimate Coffee Break Experience. For the launch of Magnum Coffee Break, the core marketing, creative and media team took an oath to challenge the paradigms, to break the rules! This oath resulted in a communications plan that was a powerful integration of media and creative.

This submission is special because we took the coffee break experience and used it to develop a media strategy for women that encompassed all the sensual elements about coffee – first you smell the coffee, then you taste the coffee, and then enjoy the coffee break. This resulted in a through-the-line strategy using scratch 'n’ sniff magazines activity (a category first), an impactful sampling campaign, branded coffee cups (a media first), television and POS.We broke the rules, we embraced the coffee experience and it paid off with a sales result 13% higher than the previous Magnum variant launch as well as an overall lift in sales for the total Magnum brand.

Universal McCann identified the opportunity to take the “Coffee Break Experience” and make it the foundation of the media strategy for the launch of Magnum Coffee Break to young professional women. We lead the total communication process, ensuring that all elements of this coffee break strategy were delivered across both above & below the line communication channels. Finally, we provided the environment in which to make the creative message work harder… resulting in The Ultimate Coffee Break Experience.