
Magnum Tubs
Innovation: 'cracking' a product launch
The Magnum team came to us with a challenge. How can we bring the theatricality associated with a Magnum moment — the taste, the aroma, the ‘crack’ — to the humble ice cream tub?
Client
Unilever
Services
Innovation and Positioning
Markets
UK, Italy and Turkey
Methods
Consumer and Client Workshops

Exhaustive testing enabled us to fine-tune the all important 'crack' moment
Previous attempts seemed to miss the mark — struggling to deliver the multi-sensorial experience that Pleasure Seekers expected.
Over several stages, we provided insight to enable the team to iterate the product’s development. As well as insight on the early concept and positioning, we’ve brought the voice of the consumer across several markets to pack structure, graphics development, and product formulation along with LifeStream.
An innovation as easy as 1, 2, 3

The development of Magnum Tubs follows our work to help the team move towards their ambition of becoming a global icon of ice cream by developing the ‘M’ brandmark across touchpoints.
The result was an innovative, category-breaking ice cream tub with chocolate lined walls, chocolate shards and a chocolate lid. A feast for the senses — the product encourages tactility, a gentle squeeze splits and mixes the chocolate with the ice cream.
Truly, a cracking innovation.