Bringing the "Chocolate Crack" to Life

Summer may not be far away, but HB’s Magnum is seizing the opportunity presented by recent mild weather to launch a groundbreaking Out-of-Home (OOH) campaign in Dublin. Partnering with media agencies Posterplan Ireland and Mindshare, the campaign leverages premium advertising formats to create a truly immersive brand experience.

An Innovative Sensory Approach

At the heart of the "Nothing Cracks Like a Magnum" campaign is the integration of an audio element, allowing consumers to hear the signature "Chocolate Crack" in a bold and emotive way. This unique approach is showcased through a sensory activation at Connolly Station, making the brand experience more engaging than ever.

Strategic Placement for Maximum Impact

Beyond its immersive audio feature, the campaign has been meticulously planned to accompany consumers throughout their daily journey. It includes:

• Large-format roadside billboards to drive mass awareness.

• Targeted digital screens in key retail locations to reinforce brand consideration at the point of sale.

This multi-channel approach ensures that the Magnum experience stays top-of-mind for consumers at various touchpoints.

Brand Insights on the Campaign

Celebrating the Iconic Crack

According to Karen Murphy, Brand Manager at Unilever, the campaign celebrates Magnum’s signature feature:

“Nothing Cracks Like Magnum… For over 35 years, Magnum ice cream has been crafted using high-quality, indulgent ingredients to create a chocolate shell like no other. The result? An iconic crack that encapsulates the Magnum experience.”

She further adds that the campaign highlights both the classic Magnum range and the new bonbon selection, interrupting everyday moments in witty and unexpected ways.

An Unforgettable Multi-Sensory Experience

Susan Murtagh, Business Director at Posterplan, explains the reasoning behind the campaign’s sensory approach:

"Magnum is all about indulgence, and we wanted to bring that to life in a way people could truly experience. In true Magnum fashion, this campaign doesn’t just show the signature Chocolate Crack – it lets people hear it too. By utilising audio in the Connolly Tunnel, we’re creating a moment that’s impossible to ignore."

A Creative Disruption in OOH Advertising

Darragh Scott, Account Manager at Mindshare, highlights the campaign's ability to merge visual and auditory elements seamlessly:

"The challenge was to hero the iconic Magnum crack across OOH both visually and aurally, in a way that disrupted yet also told the story of Magnum’s unquestionable quality and indulgence. We’re delighted with how this campaign has come to life, and our Connolly Tunnel special build was the cherry on top."

Conclusion

By fusing high-impact visuals with immersive sound, Magnum’s latest OOH campaign sets a new standard for multi-sensory advertising. With its strategic placements, creative storytelling, and innovative use of audio, the campaign effectively captures the essence of indulgence and luxury that defines Magnum. Nothing truly cracks like a Magnum!