The Unilever Ice Cream Innovation Centre in Rome wanted to 'put a sensual buzz into every adult's day' through the pan-European launch of Magnum Seven Deadly Sins, already successfully launched with different graphics and positioning in Australia. The challenge was how to communicate Seven Deadly Sins to the European market.
Ben Pearman, European Brand Manager on Magnum said, "I needed to crack the particular problem we had in communicating such a potentially controversial concept, Sin. So what was needed was excellent creative thinking as well as beautiful visuals".
Post launch, Magnum Seven Deadly Sins was considered by Unilever to be a "proud innovation" and was used as a case study by their Innovation Process Management team in a global roadshow for all Unilever companies and employees.
The initial brief was to look at alternative launch platforms which also resulted in Magnum 'The Five Senses' concept.