MAGNUM ICE CREAM | 7 DEADLY SINS: GIVE IN TO IT | 2002
An Awfully Strong Permission Slip to "Give In to Sin" / MAGNUM "7 DEADLY SINS"
Naming your ice cream after a sin, then boldly telling people to give in to it. This bold move by MAGNUM in 2002 was a massive hit in Australia, and it spread around the world.
The problem
From 1999 to 2001, Unilever's ice cream division had seen both its market share and sales drop sharply. For MAGNUM, this campaign represented the brand's biggest investment since its launch in 1986, a make-or-break bet on rebuilding the brand.
The insight
The target was women worn out by the pressure to be healthy and in control of themselves. The campaign pushed back directly against the idea that "good girls are made of lettuce and gym time." Using the strong word "sin" actually gave people permission to think, "it's fine to indulge once in a while."
The idea
Lust, Sloth, Greed, Gluttony, Envy, Revenge, Vanity. Each of the seven deadly sins was assigned its own flavor, and they were rolled out two at a time over nine months. Never releasing them all at once, the campaign kept people waiting and wanting more. The way the product itself was sold became a performance of "sin."
What happened
Universal McCann Sydney won the Grand Prix in the Media Lions at Cannes. The campaign hit 400% of its sales target, and in the UK it drove a 17% increase in sales the following year, with a 26% jump in immediate purchases.
Afterthought
An ad that boldly tells you "it's okay to sin once in a while" and gives you a push in the back—that's an incredibly powerful thing. When you're worn out by all the talk of health and self-control, it's a relief to have something hand you that kind of permission slip.
Awards
- Cannes Lions Grand Prix 2002
