Magnum goes big with Choco Cappuccino

Magnum, the premium ice-cream brand, rolled out this interesting in-store campaign at modern trade outlets to promote their new ice-cream flavour. Sab Creations executed this shopper-marketing activity for Magnum.

Speaking on the purpose of such initiative, Aarthy Sridhar, Brand Manager Magnum Ice-Cream shares with POP, "For the New Choco Cappuccino flavour of Magnum ice-cream we rolled out this particular campaign, and the basic objective was to have a greater visibility at the point-of-sale area of the hypermarkets, looking at the TG of the product which is very high-end. So the most crucial factors were to create awareness for Choco Cappuccino and build a reminder for the customers coming there to shop, so that they pick it up. To uplift the visibility quotient for Magnum which is a world famous brand since last 25 years for its use of patented Belgian chocolate, especially crafted for this product, we chose HyperCity Malad in Mumbai and Haiko in Powai for this type of a launch other than our regular marketing strategy Pan India. Our brief to the agency was to make such an impact, that whoever walks into the store must walk away knowing that there is a new flavour of Magnum Ice-cream called Choco Cappuccino available in the market.”

Balaji Murugesan, Director Sab Creations says, "Magnum had seen many such activities done by other brands in Hypercity Malad and wanted to create mega activation for their new range of Choco Cappuccino. This was not only done to showcase the new variant but also to kindle some excitement for Magnum. The brand as such is a premium proposition and needed to be showcased likewise.” Sab Creations took about three weeks to design, iterate, manufacture and execute the entire project.

Balaji adds, "We did multi-material fabrication and thus, these displays were made with a wide range for materials and processes, like FRP, MDF, acrylic, thermocol, metal, fabric etc. This kind of activity is always a major challenge for everyone involved and this was more so due to the size of this unit, which makes transportation and deployment an extremely difficult exercise. These units are installed overnight by a team of over 30 people and thus special considerations for health and safety needed to be addressed. Unlike other such activations in the past these displays also involved lighting, which was extremely difficult given the scale. The pillars at Haiko were custom made and took a lot of hard work to make and execute. Unlike other such activations in the past, Magnum had a set template for design and layout which was shared with us from their agency "The Neon Project” and we used this as the base template for all layouts except the Hypercity Canopy Mock. Due to its complexity, the ideation and design was completely left to us.”

For Sab Creations, connecting these elements was a huge logistical challenge. Since all the units were huge, they required three vehicles to move goods to the store.

Talking about the future plan for this initiative Balaji added,"On the previous occasion I had discussed about bringing lighting to this space. And we did it now, for Magnum. There are some more options which we are considering but we had not explored these due to space and time constraints. We have received great appreciation for the 3D pillars at Haiko from our client (Magnum), the retailer, as well as some of our other clients also.”