1. The Royal Treatment:
Magnum Ice Cream Philippines
Case Study Rachel Torres

2. About Magnum
Silky ice cream
Dipped in thick
Belgian chocolate
Can include caramel sauce
or chocolatey sauce
First handheld ice cream
targeted as a premium ice
cream for adults
One of the world’s leading
ice cream brands,
selling one billion units annually,
worldwide, and it is the biggest brand of
Unilever ice creams.

3. Objectives
Find out how Magnum
was almost be sold out a
few days after its launch
in the country, before
traditional media ads
were out.
Scrutinize how Magnum
uses social media in the
Philippines.
Find out how Magnum’s
advertising stays “alive”
without much help from
traditional media.

4. February 28, 2012
Philippine BreakthroughMagnum has trended at least twice
Part of the top 4 trending topics on March 15
Before putting up traditional media ads in March, it has already sold
out in numerous convenience stores.

5. Strategy: Power of Social Media
Celebrities

6. Strategy: Power of Social Media
The People

7. “It’s not the ice cream–
it’s the marketing”
With little help from
professional advertising,
Magnum keeps showing up
on social media.

8. References
Bunoan, V. (2012). How magnum became the “it” ice
cream. Retrieved from: http://www.abs-
cbnnews.com/lifestyle/10/16/12/how-magnum-
became-it-ice-cream
BusinessTips.ph (2012). Magnum ice cream in the
Philippines. Retrieved from:
http://businesstips.ph/magnum-ice-cream-in-the-
philippines/
Delta, K. (2012). Magnum and marketing. Retrieved
from:
http://foodtechpinoy.wordpress.com/2012/05/10/
magnum-and-marketing/
The Philippine Beat (2012). Magnum ice cream indulgence
is in town! Retrieved from:
http://thephilippinebeat.blogspot.com/2012/03/magnu
m-ice-cream-indulgence-is-in-town.html
Rodriguez, C. (2012). How an ice cream bar turned into a
trending topic and almost sold out. Retrieved from:
https://ph.she.yahoo.com/how-an-ice-cream-bar-turned-
into-a-trending-topic-and-almost-sold-out.html
Visconti, K. (2012). Is magnum ice cream fueling class
war? Retrieved from: http://www.rappler.com/life-and-
style/3070-is-magnum-ice-cream-fueling-class-war