Caselet: Communicating Magnum current Image positioning

Magnum is a Belgian brand of ice cream bars owned by the British-Dutch company Unilever, originally developed and produced by Frisko in the Danish city of Aarhus. It is sold as part of the Heartbrand line of products in most countries.

Product Background:

Magnum is a crispy-based ice cream that is bigger than other ice creams and is eaten rather than licked. To overcome a slowdown in the sales of impulse ice cream products and to improved Magnum's static sales, Unilever UK and its advertising agency launched a campaign that was targeted at young men age 18 to 24. The marketing team realized that to enjoy Magnum, the target market would have to bite, rather than lick, the ice cream so they turned that idea to come up with a new slogan that will fit the Magnum Ice cream bar.

Questions:

1. Develop your most eye-catching slogan that will fit with the current looks of the Magnum Ice cream bar. Explain your slogan.

2. Based on your proposed slogan for Magnum, identify the most feasible target market that will appreciate the brand then justify it.