Magnum traditionally communicates hedonism, self comfort, luxury and premiumness. “It’s my small pleasure, my selfish moment!”Considering the winter is the coldest season of the year, we tried to challenge the consumer to feel the “heat”, the extreme comfort, by telling them that Magnum was heating up the winter, as a teaser, and publishing “The hottest day of the year”, that traditionally in fact is in the summer time.During the teaser period, about 15 days, the consumer was impacted by several means

62% sales volume increase (cum w13) vs same period 06 for MagnumDrop mail in 365000 households with 50% off couponPOP Materials and activation in 60 stores nationwide (80% hYpers total)22% sales volume increase (cumw13) vc same period 06 for In Home Ice Cream market5% market share increase vs previous period4% market share increase (to 40%) vs same period 06150000 ice creams sampled in-store