2023 Multimarket: Brand Experience

Classics Can Be Remix

Summary: “Magnum was confronting an inescapable reality: its consumers were aging. 
How can we change that and conquer Gen Z’s hearts while keeping loyalty? 
From music to thrifting, Gen Zs’ reviving previous generations’ culture and remixing classics sparked an insight: classics can be remixed. To launch the new Magnum Remix we remixed two generational classics: Kylie Minogue’s “Can’t Get You Out of My Head,” remixed by Peggy Gou. Magnum went viral and dominated everyone’s head, delivering massive volume sales and increasing key brand attributes: +11% Differentiation, +12% Salience, +14% Purpose.”  

Our unique hit delivered massive volume Remix sales, +12% Salience, +14% Purpose and +11% Differentiation. 

Lead Agency(s): LOLA MullenLowe 

Contributing Agency(s): Golin, 1st Avenue Machine, Mindshare 

Client / Brand: Unilever Foods & Refreshments Global BV / Magnum Remix 

Effie Award(s): Silver