Unilever aims to reverse a double-digit drop in the fortunes of its Wall’s Magnum ice cream brand with a new limited edition range for 2005.
Backed by a £6.5m advertising spend, including TV, the limited edition Magnum 5 Senses - in Touch, Aroma, Sound, Taste and Vision variants - will kick off in January.
Touch - hazelnut ice cream in milk chocolate with chunky hazelnut bits - and Aroma - featuring vanilla ice cream, thick
chocolate and coffee bean inclusions - will be the first offerings to hit freezers, urging consumers to ‘Give in to the Power of Your Senses’.
The move follows the 7 Deadly Sins Magnum programme by Wall’s and a similar programme, Love Potions, on its Cornetto range.
However, that activity failed to prevent an 18.9% sales slide for Magnum and a 2.7% drop in fortune for Cornetto, although this year’s poor summer is being blamed for a 9.4% fall in the £700m ice cream category [ACNielsen 52 w/e Oct 04].
Other Wall’s offerings, including Viennetta and Carte d’Or, also struggled.
Backed by a £6.5m advertising spend, including TV, the limited edition Magnum 5 Senses - in Touch, Aroma, Sound, Taste and Vision variants - will kick off in January.
Touch - hazelnut ice cream in milk chocolate with chunky hazelnut bits - and Aroma - featuring vanilla ice cream, thick
chocolate and coffee bean inclusions - will be the first offerings to hit freezers, urging consumers to ‘Give in to the Power of Your Senses’.
The move follows the 7 Deadly Sins Magnum programme by Wall’s and a similar programme, Love Potions, on its Cornetto range.
However, that activity failed to prevent an 18.9% sales slide for Magnum and a 2.7% drop in fortune for Cornetto, although this year’s poor summer is being blamed for a 9.4% fall in the £700m ice cream category [ACNielsen 52 w/e Oct 04].
Other Wall’s offerings, including Viennetta and Carte d’Or, also struggled.
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