Unilever spent £6.5m on a TV campaign to promote the launch of Magnum 5 Senses, a new limited-edition range intended to replicate the success of its limited-edition 7 Deadly Sins.
The 5 Senses comprised Sound, Aroma, Touch, Vision and Taste variants, in flavours including vanilla ice cream and aromatic coffee. The campaign, which takes a ‘journey through the senses’, showcases the ingredients used. The TV campaign was supported by print, digital and point-of-sale. Sales of Magnum rose 17% year on year in 2003 to £67.2m with our 7 Deadly Sins campaign and 19% in 2005 with the 5 Senses.
Visitors to the new web site (www.magnum5senses.co.uk) were asked to enter the barcode found on Magnum 5 Senses wrappers or take-home packs. They could then find out more about the new flavours.
Every two weeks a new sense was added, along with different prizes.
These included the chance to win one of five ‘sensory journeys’ to different destinations and a grand prize of £50,000. Users also had the chance to win instant prizes, ‘sensory adventures’ such as a road trip in the US.
Wall’s door-drop drive for Magnum 5 Senses with its first money-off coupon was distributed through a door-drop to 1.5m UK homes.
The campaign, ‘Unlock your senses’, aimed to boost sales and drive awareness among occasional ice-cream eaters.
The direct mail element of the campaign featured a ‘little black book of pleasure’ highlighting the product range with a tactile antique leather and gilt design.
The Magnum Five Senses campaign ran across europe in 2005 in 12 countries.