Magnum backs 5 Senses line with £6.5m spend

LONDON - Unilever hopes to repeat the success of its limited-edition Magnum 7 Deadly Sins and Cornetto Love Potions ice cream lines with the launch of Magnum 5 Senses, backed by a £6.5m promotional blitz in the UK.

The 5 Senses range comprises Sound, Aroma, Touch, Vision and Taste. Flavours include vanilla ice cream with aromatic coffee beans for Aroma and coconut ice cream with dark chocolate and crisp caramel for Sound.

The line will replace Cornetto Love Potions, which will be phased out by the end of 2004. Touch and Aroma will launch in January and the final variant, Vision, will be available from September.

Promotional activity will include a TV and print campaign by McCann-Erickson that will break early next year. Unilever will also employ interactive digital activity and 'sensory' in-store communications. All advertising will use the strapline 'Trust nothing but your senses'.

Magnum senior brand manager Oliver Rudgard said 7 Deadly Sins had been its 'most successful new product development in the past 25 years in terms of sales and consumer excitement'.

Magnum sales rose 17% year on year in 2003 to £67.2m, according to IRI.

Love Potions and 7 Deadly Sins were supported by activity worth £6.5m and £8.7m respectively last year.


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