Magnum Ice Cream Launch

Magnum has long been synonymous with luxury ice cream, catering to pleasure seekers who appreciate indulgence. Pleasure has been our hallmark, a space we’ve dominated. However, in Singapore’s increasingly competitive luxury ice cream market, numerous brands have begun to claim their stake in the 'pleasure' category, presenting their own versions of indulgence.

To stand out, we returned to the essence of what makes Magnum’s pleasure truly unique: our commitment to quality ingredients and expert craftsmanship in every ice cream we create. This became the foundation of Magnum’s new global positioning, "Take Pleasure Seriously."

By asking our audience to #TakePleasureSeriously, we encouraged them to rethink their relationship with pleasure—so it was only fitting that we rethought our approach as well. Knowing that true craftsmanship and quality are best appreciated through experience, we immersed our audience in carefully curated, immersive encounters that emphasized the meticulous care and artistry behind every Magnum product.

We introduced the Magnum Pleasure Boulevard, a space dedicated to celebrating the craftsmanship behind pleasure. Here, guests explored, learned, and collaborated with master artisans to discover their own interpretation of #TakePleasureSeriously.

Inspired by the glamour of the 1920s, the Pleasure Boulevard was designed to evoke the opulence of high-end shopping arcades in global fashion capitals. The luxurious shopfronts of prestigious ateliers, symbolic of craftsmanship and quality, guided visitors through a bespoke journey, allowing them to connect with their inner artisans and rediscover the art of pleasure through Magnum’s lens.