Unilever has unveiled a new range of ice cream under its ‘Magnum’ brand,
which will be supported by the group’s largest ever ice cream marketing campaign
in the UK. The ‘Magnum Infinity’ range will be positioned in the premium ice
cream section and will be available in two flavours - Chocolate, and Chocolate &
Caramel (RRP £2.99 for a pack of three).
The range will go live in the retail sector from 24 March, and Unilever said it
will spend £10m to launch the same. The integrated marketing campaign will
include TV, radio, cinema and outdoor ads as well as a digital campaign.
Magnum Infinity Chocolate is available exclusively as In Home cases (ten
multipacks), while the Chocolate & Caramel variant will be available for both In
Home and Out of Home (20 single products; RRP £1.75).