Magnum launches two new indulgent ice creams

With the new ice cream identities designed by brand and packaging design agency Sunhouse, Magnum Double Sunlover and Magnum Double Starchaser hope to add to the pleasure of people being together again in the post-lockdown world.

Forming part of Magnum’s ‘Pleasure is Always On’ campaign, the limited edition offerings aim to encourage consumers to lose their inhibitions this summer. Sunhouse had to make the campaign had to work across multiple touchpoints while also appealing to Gen Z consumers in particular.

Sunhouse reimagined Magnum’s equities in order to give the brand’s audience new layers to discover and experience, as demonstrated by the use of new iconography. A music performance by JVKE, in collaboration with NASA technologies at this year’s Cannes Film Festival, utilised the sound of the sun, and further amplified the concept of Double Sunlover and Double Starchaser.

Sally Knapton, partner at Sunhouse, says, “As always, the team at Magnum invited us to seek inspiration in unexpected places to create an expression that felt bold and totally unique.

“In this instance, we found that inspiration in outdoor summer festivals. Both the radiant dayscape of Magnum® Double Sunlover and the cosmic nightscape of Magnum® Double Starchaser capture the hedonistic energy and tribal spirit that make summer festivals so thrilling to be a part of.”