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July 08, 2005
Magnum, 5 Senses worth £6.5m

Magnum 5 Senses ice-cream is currently being supported in the UK with a marketing campaign worth £6.5m. Unilever has decided to invest a lot in online marketing, asking MRM Partners to create an online competition to make ice-cream lovers happy. People collect barcodes on products and then go online trying to win a "sensory journey"or an iPod... On Digital Bulletin Oliver Rudgard, Magnum brand manager, said:

The online environment has played an essential role in creating a fun, yet highly effective platform for reaching and interacting with our target audience of 18- to 34-year-olds.

I don't know, but the site just looks sad to me...

Comments on this entry

Depressive something definitively.
Where went the money? Creativity 0 art direction 0

Your critics should be more radical if you want to earn audience and professional consideration. You work hard on this media so either audience come back cause somehow you can provoque curiosity surprise and event, either going for real Pro or cons.
More info about who (not only the company) does such crap could even more crispy.
6.5m £ it's worth the money right. May I puke?

All advertisers are proud of their multi awarded creative ads when they make them for free (shut up it's a secret, but ghost ads are even flying in Cannes Lions this year). And then, they all come up which such crap the same day. Coincidence, nobody knows each other anymore. It always clients fault finally.
May be because it's not worth the budget, too small :)
What do you mean? budget or balls?

Posted by: bidule at July 8, 2005 04:39 PM


does anyone know where it is possible to watch online or download the video ad clip of Magnum 5 senses? It is magnificient and breath-taking!

Posted by: aleksmot at July 12, 2005 03:22 PM


I doubt they spent the whole £6.5 Million on the website - I'd say at least half that spend would be on TV and Cinema media. Haven't seen much online advertising for it but maybe I'm not the target market :-)

Not sure if you have had a look through the rest of the site but it does get more interesting after the first page. Seems they think that big prizes will encourage people to buy Magnums, not sure how the £50K main prize relates to the 5 senses creative but I wont argue if I win it!

If you're interested you can use the barcode 8722700026259 to get in.

Posted by: deliciousmedia at July 20, 2005 11:31 AM


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