The case study of
MAGNUM
A Roadmap to the Pleasure Store
Magnum is an exceptional brand, offering superior products crafted with quality ingredients, sophisticated branding, and an internationally stylish appeal. It's no surprise that it ranks among my favored brands to have collaborated with.
What’s makes it more exiting is the fact that we (and I) laid the foundations
of one of the biggest worldwide marketing move and brand activation ever.
This is the story of how we created, what will later be called:
Magnum Pleasure Store
2006
MAGNUM
Open Art
In 2006, Magnum embarked on its brand activation journey, emphasizing experiential marketing to portray its "Feminine power" in line with its global strategy.
We curated an art exhibition for the Magnum brand.
10 top artists were asked to give their own interpretation of the tribute to the female power that a brand symbolizes under the message "I Am what I M"
For three weeks, the exhibition was accessible to everyone and was described by the business media as "a new benchmark in brand building".
We understood the "power of experience"
for brand marketing
2007
MAGNUM
Store
In 2007, we advanced our brand activation efforts by launching the first ever pop-up store for Magnum.
Leading brands from various sectors developed an exclusive collection inspired by Magnum. The store invited visitors to discover the Magnum lifestyle through fashion, literature, jewelry, home decor, and more. These collections were available for sale and delivered a comprehensive experience that improved the brand's reputation. At the core of the store was a dessert bar featuring Magnum treats, providing a preview of future plans. The pop-up was a significant success and garnered widespread attention across the country.
We recognized that offering a unique customized experience could be revolutionary
2008
MAGNUM
Factory Bar
In 2007, the Magnum Bar (later known as Magnum Pleasure Store) was created, starting a unique journey. Its global strategy aimed to be "The Gucci of pleasurable food," and it succeeded. This venue offered a branded experience centered around a handmade Mini Magnum (Limited Edition) with exceptional toppings. The design took cues from a "Magnum Factory," emphasising ingredients, chocolate, and gold. Additionally, consumers enjoyed a "live bar" experience featuring a singer. The concept generated Buzz, free media PR and long lines, becoming the summer hotspot. Following its success, the brand's international marketing team visited, recognised its potential, and decided to implement it globally.
We knew we had a promising marketing
start-up.
Check out the 2:14 time code: me interviewing the
Global Brand Development Manager says:
"It's so good, we should export it to the whole world."
2009
MAGNUM
Royal Bar
Magnum Bar's success persists, now with a regal touch.
We assembled the 2009 global strategy: “Pleasure Celebration Authority” combined with the Magnum Bar experience. The design complemented the royal TV advertisement, creating a grand ballroom atmosphere infused with the brand’s essence. Large Magnum sculptures, displayed as the queen's jewels, adorned the main entrance. The Royal Bar pop-up introduced new flavors of handmade Mini Magnums (Limited Edition) in a luxurious manner. To enhance the overall experience, a baroque band performed classical music with a modern twist.
The event was hugely successful, attracting people from across the country who were familiar with the previous year's bar and eager to attend. Media coverage and public relations were extensive, leaving everyone satisfied.
We learned that maintaining continuity in brand activation, with slight variations each year, is an effective strategy for making a significant brand impact.
2010
MAGNUM
Gold Bar
By 2010, the Magnum Bar had already become an icon. The challenge was to enhance its appeal even further.
This year, the spotlight was on the launch of a new product: Magnum Gold - a Magnum coated in gold chocolate (which was actually first unveiled in our 2008 Magnum bar).
We embraced innovation and adopted the 'Ocean's 11' style TV advertisement.
The Magnum Pop-Up Bar was creatively designed inside a vault look-alike, representing the "hidden" treasure of Magnum Gold. Guests could enjoy a variety of new handmade Mini Magnum flavors (Limited Edition) with glittering golden toppings, providing an opulent experience. The excitement and reputation have generated significant interest, resulting in an eager queue at the entrance as everyone wanted to join in the experience.
We recognized that our 5-year journey contributed to building one of the largest brands in Israel and globally.
2014
MAGNUM
TLV
Following a hiatus of several years and its global expansion, we have reintroduced the Magnum bar to its place of origin. This time, the first ever outdoor bar, commemorating the brand's 25th anniversary celebrations.
We've designed a limited edition of handcrafted mini Magnum bars, inspired by various Magnum flavors from around the globe. Additionally, we sponsored the TLV Water Show, creating an ideal summer environment.
It was amazing to witness how, after 4 years, people missed the brand experience and were eager to enjoy it once more.
Our vision came to life again.
2015-2019
MAGNUM
TLV
From 2015 to 2019, we sustained the Magnum Bar experience every summer. While aligning with the global marketing brand campaign, we tailored it to fit Israeli culture. Each year, we introduced a unique PR twist to unveil a fresh story: a renowned chef who created his own collection of toppings and coatings, a special fashion event featuring the brand and the bar, among others.
Preserving the brand experience is a critical marketing task