Magnum 7 Sins: Driving women to sin across Europe - IPA Effectiveness Awards Case Study 2004

Brief Description: In 2003, Magnum ran a ground-breaking communication campaign across Europe that set new, unimaginable benchmarks. A 360 degrees total communication programme; mega visibility and awareness across all channels; strategic use of budgets to maximise spend; harmonised creative idea adapted to local cultures and media plans; insightful, innovative thinking and distinctive creative. Sales of the product had been flat since 1998 but spectacularly, in 2003, Magnum sales across Western Europe increased more than 20%. Magnum 7 Sins put the sex back into the brand and seduced European women to sin to their hearts content, all to put Magnum back where it deserves to be: on top! ;---(TAGS)--- Full Title: Driving women to sin across Europe – the year that “sin never tasted so good” ; Number: 2004/48 ; Brand Name: Magnum 7 Sins ; IPA_ProductCoding: Food (Desserts - fresh, frozen, ambient) ; Agency: McCann Erickson ; Author: Dawn Coulter ;