The document describes a print media campaign for Magnum Gold ice cream created by the agency Low and Partners. The campaign features a poster with a genre style depicting actors with a half-eaten Magnum bar. Research found the campaign was effective, with sales increasing 73% above targets. The target demographic for Magnum Gold is adults, as evidenced by the attractive celebrity images and reviews from adult consumers. The campaign was distributed through posters, buses, television, and online ads to reach a wide audience. Legal guidelines were followed to avoid causing any offense with the advertising.

1. S
Presentation For My
Case Study
Louis Davis

2. Analyzing Print Adverts
On Agency - GreenPeace
Brownstone Digital – Inder’s Kitchen

3. On Agency - GreenPeace
Type of Media: Print
Aim of Poster: The aim
of the poster was to
create awareness for oil
companies causing
damage to the Antarctic.
How They Do this?
The use of black hand
print to represent the oil
companies staining the
pure white Antarctic. Use
of Polar Bears effected by
this.

4. Brownstone Digital – Inder’s
Kitchen
Type of Media: Print
Aim of Poster: The aim
of the post card was to
advertise their food.
How They Do this?
They used different
coloured foods to make
the post card seem more
attractive. The use of
healthy food will attract
more customers.

5. My Print Media Campaign
Type of Media: Print / Cross Media
Client - Unilever-Magnum
Agency- Low and Partners
Company: Interpubic

6. My Print Media Campaign
http://www.interpublic.com/our-agencies/recent-
works?work_id=34&casename=Magnum+Gold
Link To My Campaign

7. My Print Media Campaign
Background- Black
Easy to see other object on. Works
well with gold as it makes it stand out
more.
Golden Magnum
Half bitten and in the
center of the poster.
The real celebrity

8. My Print Media Campaign
Branded Logo
Clearly shows who made
the product
Logline
The logline works well as it refers to
the ice-cream as being real god, good
enough to steal. It also fits with the
style of a film genre poster
Celebrity
The use of a famous
celebrity will grab peoples
attention and make them
remember the advert.
Genre
The Genre for this advert is Film. The
meaning for this is because its
supposed to stylized as a film. This is
helped by the fact that it actually has a
real life actor starring in the advert.

9. My Print Media Campaign
Connotation
The connotation for the Magnum Gold advert is that if
you eat this ice-cream your on the same level as these
actors/actresses. You'll be satisfied and full field due to
Magnum Gold.
Denotation
The denotation for the Magnum Gold advert is that it
tastes so good that it’s even worth stealing.

10. Meaning
The form in which Magnum gold used was a poster campaign.
The poster itself was shot and captured in an aspect of a film
genre. The reason they went this genre is that it relates to the
two actors on the poster and is more likely to attract the
intended audience. Overall this is a print based media
campaign. The way they did this would be through a
production process.
Form-Production Process
First of all they captured the product shot, which is an
image of the product (Magnum Gold). The image is clearly
in the center of the poster, which would mean that this
would be the anchor. The product shot would've been taken
in a studio. This would mean that Magnum Gold would’ve
had a studio shoot with the ice-cream and the actors then
edited them together.

11. Meaning
Key Art
Key art is important for when creating a poster as this is what people
will relate to when looking at the poster.. The key art for my poster is
the actors with Magnum Gold in the center. The product is essential
when it comes to the key art as it has to be recognized almost
instantly when looking at the poster.
Branded Recognition
This clearly located bottom right of the
poster and on the ice-cream stick. The
brands name is located twice, this can be
easily located by target audience members.

12. Meaning
Logline
Magnum Gold have used a logline to go
with the film genre themed poster. A
logline is a one sentence line usually
quoted from the movie to promote target
audience members to come and watch
their film. The logline works perfectly as it
fir the house style they were using.
Copy Write
The poster itself is protected by copy write, which
means that no other company may copy the work
presented on this poster. The word Magnum and the
font used together are both under copy write. This is
to protect the companies name and to stop other
companies from stealing the brands recognition.

13. Flow Chart

14. Advertising Agency:
Lowe and Partners
Lowe and Partners was
founded in 1981 by Sir
Frank Lowe.
The Company has over 90
Agencies in over 65 different
countries for example, Lowe
Profero who has over 650
employees and are based in
Singapore.

15. Advertising Agency:
Lowe and Partners
Previous work from Lowe and
Partners

16. Advertising Agency:
Lowe and Partners
Competitors and other useful Information

17. Audience Research

18. Audience Research
I asked 5 people aged
between 18-58 about my
Magnum advert and 3 out
of 5 said they would buy
the product.
That’s 60% of the people I
asked would buy the
product.

19. Audience Research
Additional Research Information
50% of the females asked would buy this product
after seeing the poster. The female who said yes was
older.
Twice the amount of Males than Females would
buy this product after seeing the advert.
All of the people saw what the advert was trying to
do.

20. Audience Research
According to
Marketing Magazine
the cost of the to
launch Magnum gold
was £3 million
An individual ice
cream costs £1.50
while a three pack
cost £2.49. Each of
these prices are
affordable for any age
from those with
pocket money or
those who provide for
the family. Preferably
adults would buy this.http://www.marketingmagazine.co.uk/article/987345/magnum-gold-
launch-ads-star-benicio-del-toro

21. Audience Research
The picture itself
(women staring at
Magnum gold poster)
supports the fact that
this advert is aimed
for adults 30 and over.
For each advertisement
posted around there is always
and adult next to the ice
cream. This clearly states
that adults are the main
consumers of this product
and will most likely buy it.

22. Audience Research
http://www.mirror.co.uk/money/city-news/
magnum-ice-cream-sales-boosted-242315
With the use of two attractive celebrities to lure adults in to buying
the product, Magnum has made Britain buy 16 million Magnums.
They have clearly used famous actors and models (Benico Del Toro –
Caroline Correa) who appeal to the adult audience and influence
them into buying the product

23. Audience Research
This is a review for the Magnum Gold. From the review
you can tell that the product buyers were adults as its was
a married couple desperately wanting another Magnum
Gold after trying it on holiday. This back ups my initial
thought that this product is aimed for adults.
http://www.magnumicecream.com/
Products/gold-ice-cream-bar/default.aspx

24. Audience Research
The demographic of an advertising product would be the
division of groups depending on their age, sex, income
education, marital status and esc. With the information
gathered they can decide on how to promote their
campaign suitably towards their target audience.
The demographic for my campaign would be adults,
preferably single, employed wanting a relationship. The
reason for this is because Magnum have used two
attractive/famous actors, both similar ages to the target
audience. Knowing that they are both attractive to the
opposite sex and the same age to the target audience will
manipulate the target audience into believing that they
can be with or someone like this. Only attractive adults
like eat Magnum gold which means I’m attractive
because Benicio Del Toro eats Magnum Gold.

25. Audience Research
Reach
Reach is how may people see the advert. The busier the
location the higher the reach. The reach for my product
depends on which advert the audience member sees for
example in a home television the TV advert for Magnum
Gold would reach both parents (the target audience)
making it the total of two people in each house hold. The
reach for my bus poster would be high due to the fact that
it travels around busy cities.
Frequency
Depending on where the advert is and how it is shown
can impact the frequency. Frequency is the number of
times someone sees the advert. Due to the multi media
campaign the frequency for Magnum Gold would be high
as it is located on buses, TV, posters and online. It’s
guaranteed to be seen more then once.

26. Distribution Channels

27. Distribution Channels
On Buses such as
Stagecoach or Go
Whippet. This is a
good way because it
can be seen by
thousands of people,
especially in major
cities. This
advertisement is
clearly on a Spanish
bus which means the
campaign is Global

28. Distribution Channels
This picture shows the
cost of how much it is to
rent the side of a bus and
advertise on it. My
agency did this for
Magnum Gold.

29. Distribution Channels
Another good form of
distribution is posters.
Big posters around
major cities are a great
way to advertise your
product, especially if
you want a lot of people
to see it.

30. Distribution Channels
This picture represents the
general cost for posters
around major cities. The
cost for a poster in the U.K
ranges for £10 to £40
depending on the size you
want.

31. Distribution Channels
Results
130 million sticks sold, +73% ahead of target. Turnover increased by 90 million year
on year, +12%. Universal trailer was seen online by over 1.9 million people (129% vs
plan). The website received over 3.8 million visits. Over 2 million people globally
entered the competition to make a video heist film with Benicio Del Toro.

32. Legal and Ethical

33. Legal and Ethical
The ASA manages advertisement in the UK. ASA stands for Advertising Standards
Authority. The company has made guide lines for adverts to follow to minimize any
offence caused. They were formed in 1961 and have been strong ever since. If any
complaints are received, they will follow up on it and either respectfully ignore the
complaint or take action. Even if one complaint is made, they will follow up on it. This
shows dedication and how much they care for people who get offended.

34. Legal and Ethical
In general I believe my advert is safe for all viewers and
relates to both female/male audience members. The fact that
a celebrity has been used in their advert may just promote the
fact that even celebrities choose this ice-cream.
If there was going to be a problem with my advert it would
possible come from the word they used "Stolen". There is a
small possibility that it could be misinterpreted and lead
viewers to steal the product their advertising. It may influence
children to start stealing stuff.

35. Legal and Ethical
http://asa.org.uk/News-resources/Hot-Topics/Food-and-soft-
drink.aspx#.VO1BU0I82vA
The ASA have guidelines
on food and soft drink
advertising as well as other
forms of advertising.
The advert has no problems according to th
ASA because it works within the rules and
clearly adult based. No children is offended
or will ever be offended with the material
used in the advert. The word ‘Stolen’ is use
to associate with the fact that is gold and is
clearly used as a way of advertisement – no
encouraging to steal.

36. Legal and Ethical
The fact that this product is sugar based means there are possible ethical issues for
example the product could become addictive due to the sugar, which could cause
health damage down the line for the ones constantly eating the product. The way to
prevent this is to print the list of ingredients an nutritional information onto the back
of the packet. This way the company is not liable for those who cause health damage.

37. Legal and Ethical
A possible problem could be a poster or billboard outside a primary/
secondary school. This could cause the children to want to buy the ice
cream regularly which will cause major health problems. The problems
will mostly be sugar related due to the sugar used within the ice-cream.
This could happen as it will stand out and the majority of children love
ice-cream.
Another incident could be not posting the ingredients onto the
billboard/poster and making children buy it, even though they could be
allergic to some of the ingredients inside.