Magnum celebrates 25 years and appoints Aracade as its regional agency in Southeast Asia

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Magnum Updated.jpgUnilever’s Magnum is celebrating its 25th birthday this year and to help with the celebrations, it has appointed Arcade as its regional agency for digital and activation in Indonesia, Malaysia, The Philippines and Thailand.

Launched originally in Germany and Belgium, Magnum was the first handheld ice cream targeted as a premium ice cream for adults. Its unique pleasure derives not only from using first-class ingredients, but also from the special Belgian chocolate recipe developed by chocolatier Callebaut of Wieze, Begium. With over a billion units sold annually, Magnum is not only one of the world’s leading ice cream brands, it is the biggest brand of Unilever ice creams. Sales of Magnum have grown in Southeast Asia over recent years, but Unilever plan to boost that rapidly on the back of a coordinated campaign from Arcade.

Ricky Rosen, Magnum’s Regional Assistant Brand Manager said, “There’s huge potential for this brand in the region. More adults are looking for indulgent and premium pleasure. When we reviewed the agency proposals Arcade stood out as the one agency that understood the core drivers of both the market and the product.”

The campaign promises to celebrate the ‘pleasure principle’: delicious Belgian chocolate and ice cream on a stick. A little bit of luxury to be enjoyed by all.

Arcade’s managing director, Dorothy Yew said, “A big thank you to Unilever for entrusting Arcade with this very important brand. Working on it will be our pleasure!”

Arcade Team – Dorothy Yew: Managing Director. Philip Rowell: Senior Creative Director. Art Director: Ferooze Tabrani. Junior Copywriter: Rachel Chew. Raymond Lowe: Planner. Jacinta Francis: Associate Account Director. Felina Tan: Account Executive.