Unilever ice cream brand Magnum has launched a £13m campaign drive to support its new variant called Magnum Double.
A TV advert went live on Saturday (9 April) with outdoor, digital, search, social and experiential activity to follow.
The advert asks consumers to 'Release the Beast' and 'Dare to Go Double' by eating one of three new flavours: Magnum Double Chocolate, Magnum Double Caramel and new Magnum Double Peanut Butter.
Via the spot, which shows a woman eating an ice-cream in the street, with her 'inner beast', a panther, walking alongside, Magnum is aiming to reinforce its chocolate and luxury credentials.
Nicola Rolfe, brand manager for Magnum at Unilever UK, commented: “This year Magnum is launching its most indulgent ice cream: Magnum Double. We want to inspire consumers to dare to go double and embrace pleasure with our new delicious flavours, which are unique in the chocolate ice cream category.”