Magnum continues 25th anniversary campaign with London Underground takeover
Magnum has taken over a London Underground tube in the latest part of its £13 million marketing investment for the ice-cream brand’s 25th anniversary.
Launching today (12 May) and running through some of London’s busiest stations, including Oxford Circus until the end of July, the Underground train has had its doors wrapped in Unilever-owned Magnum’s milk chocolate colour, with cracking chocolate down the middle and Magnum advertising throughout the inside of the carriages.
Florence Howell, senior brand manager for Magnum at Unilever UK, commented: “I’m sure most Londoners would agree that the Central Line is one of the hottest underground lines and with the weather starting to get warmer, the Magnum tube train will be the perfect way to inspire commuters to cool down with their favourite Magnum ice cream.
“This is the first time a Unilever brand has taken over a London Underground train and we thought it was a great way to celebrate and communicate Magnum’s 25th birthday with maximum impact.”
The takeover marks the latest step in the ongoing campaign, which includes a bespoke party dress created by fashion designer Henry Holland in March.
Magnum has also revamped its core packaging and logo, and further experiential and sampling activities are planned for the rest of the year.