Luxury&Fashion--Magnum will take them all
- Hongrui He (Ari)
- Nov 27, 2021
- 3 min read
Updated: Nov 29, 2021
What would you say to describe Magnum?
Classic dark chocolate crunchy milk ice cream? Rich vanilla flavor? Or a flashback to its classic slogan "As Good as Gold"?
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Maybe people of different age have different impressions and memories of Magnum. As a person born in the late 90s, my deepest impression of Magnum is the short commercial film co-starred by Joe Manganiello and Caroline Correa. Great tension, excitement and unexpected romance filled in more than two minutes. Except for the storyline, what made me unforgettable is the luxurious scenery from the key word “Gold” fulfilled in the film.
So, do we come out with the conclusion that Magnum is the representative of luxurious ice cream?
Haagen-Dazs probably doesn't want to agree.
But they have to. In terms of price, Magnum and Haagen-Dazs are indeed similar in pricing for the same category of products. (The price of a magnum tub is about 4.2 pounds ≈ 5 euros, and the price of a Haagen-Dazs tub is about 4.99 euros in Carrefour), and those two brands are both positioning themselves as the leaders of luxury and classic in ice cream.
How does Magnum differentiate itself from Haagen-Dazs in this unpleasant positioning competition? Magnum chose to turn itself to the arms of fashion and
art, which have no conflict with luxury and classic.
On Magnum UK’s official website, in addition to the recently promoted new product lines (such as Vegan Ice cream), its beach towels and other beach collection fashion products launched with fashion designers from all over the world like Magnus Voll Mathiassen also occupy a large part of its homepage,
niche and creative.
At first glance, I thought I accidentally clicked into the website of a fashion design brand. Magnum has been already playing this launch-event trick since 2020. And they did not stop there. Clicking into page of STORIES on the magnum UK website, you can see that Magnum also invited 100-year-old fashion icon Iris Apfel to endorse the brand’s fashion spirit. In 2017, they also invited Moschino’s endorsement model Cara Delevingne and brand designer Jeremy Scott together designed an indulgent magnum double inspired by Cannes in the same year.
Just getting involved in the fashion circle is not enough to describe Magnum's ambitions in bringing more elements to its brand position. As we all know, the fashion circle and the music circle are inseparable. Of course, Magnum also knows this. Not only did they invite Miley Cyrus to create powerful new songs inspired by Magnum, but also used the new weapon--sensory marketing to the extreme by launching a limited edition headphone with redesigned classic golden Magnum logo. P
After reading all of these, it is hard to simply define Magnum as a luxury and classic brand, that is only its foundation, like the wooden stick of the ice cream. The rich flavors and magical combination of the ingredients that Magnum wants to sell to its consumers is: vitality, passion, and uniqueness. But how far could Magnum go in this road, so far we can’t see, just like when Magnum build the impression of luxury and classic, positioning change takes years to plant in people’s mind. Magnum's positioning strategy can only be sustained if it continues to deliver the promised consumer value. The quality and price positioning state higher price for higher quality. Magnum’s positioning appeals to stylish people and the customers that associate a premium brand with priceless quality.
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