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Magnum x moschino
Task
Build Magnum's fashion credentials through a tactical partnership with a global fashion house.
Insight
Moschino is known globally for bold, pop fashion which makes women feel empowered. Who better to partner with for the Double - Magnum's most indulgent ice-cream yet, with not one but two delicious layers of chocolate and an indulgent sauce in the middle. Its decadence inspires you to go all in, or Release Your Beast.
What we did
Rather than inspiring the attitude inherent in the product, our spokespeople embodied it. Jeremy Scott, Moschino's Creative Director, interpreted the attitude into a limited edition capsule collection of tote bags, supported by a short film featuring Cara Delevingne that allowed Magnum to lead by example - showing exactly what it means to give in to the most pleasurable of chocolate experiences.
Results
16% uplift in fashion & film associations and an 11.5% uplift in purchase intent.
