January 2020

Magnum launches ruby chocolate and ice cream combination with a new campaign

Today (Monday 20th January) Magnum has launched the Magnum Ruby Room; an experiential activation created by Golin and Hot Pickle. Running until tomorrow (Tuesday 21st January), the activation offers guests the chance to sample the Magnum Ruby, with an entirely new taste experience designed alongside a colour psychology expert in a bid to lift Brits’ moods during cold, dark January. The two-day activation takes inspiration from the mood enhancing hues of the natural pink colour of Ruby chocolate.

The multi-sensory Ruby Room offers Londoners an experience through taste, colour, light and sound. The space will feature mirrored walls and an infinity mirror to create a heightened, optical feast of Ruby pink, while a custom soundtrack helps to elevate moods.

In addition to the experiential activation and press activity, the launch of the new Magnum Ruby is supported by a paid media campaign from Mindshare including TV, online video, outdoor, paid social and a media partnership.

Alix Colin, Senior Brand Manager, Magnum UK, commented: “We are excited to kick off our year-long campaign with the Magnum Ruby Room, a multi-sensory experience which offers a moment of true pleasure. We’re thrilled to be the first brand in the world to pair Ruby chocolate with ice cream, offering fans a taste experience like no other. After the success of Magnum Ruby in Turkey, where the product was our best performing NPD to date, we’ve made significant investment in a multi-channel campaign to target new and untapped audiences and get them to discover the Magnum brand.”