Digital choice:

Once, ice creams were divided into two categories: a 99 with a Flake, or a 99 without a Flake.

Aside from the foreign-sounding, but defiantly everyday tutti frutti, ice cream's first tentative steps into the exotic extended no further than the Viennetta. Then Haagen-Dazs came along and changed everything. Suddenly, it was all about sex and glamorous indulgence.

Unilever's Magnum typifies the modern ice-cream brand, and this summer it is offering alluring city breaks to its customers. A key aspect of the campaign is a dedicated competition website offering 83 VIP weekends in Paris, Venice, St Tropez and Monaco to lucky winners. Suitably sultry brand ambassador Eva Longoria features heavily throughout - on every page, in fact.

Magnum is aiming itself at women, and its tie-up with luxury cosmetics brand Nails Inc to create a new shade of polish called 'Magnum Mayan Mystica' is in line with the brand's decadent theme. There is also a 20% discount for Nails Inc customers coming from the Magnum site. I'm not really one for nail polish myself, but I can see how this is a good thing. Like Magnum Maya Mystica, the site is polished and elegant, with plenty of Flash animation used throughout. The navigation is simple, making the user journey smooth, comfortable and, appropriately enough for ice cream, probably stickier too.

Website: Craik Jones.


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