Magnum is hitting the sweet spot with Gen Z consumers by leveraging social media insights to understand what consumers want. From premium products to pop icons, find out how the Power Brand is tapping into the zeitgeist to win new audiences.

44% of Gen Z consumers base purchases on influencer recommendations. Social-led experiences are key to driving this engagement

Magnum's campaign launch at Cannes with Charli xcx and 250+ influencers saw the creation of thousands of pieces of social content. The brand ranked third in online news share of voice among all festival sponsors

With thousands of pieces of engaging social content created and organic coverage of the event reaching 50 countries, the ‘Nothing Cracks Like Magnum’ campaign is one of the brand’s best-tested assets, and Magnum’s year-on-year social coverage at Cannes has tripled.

Gen Z is reshaping the ice cream industry with its demand for variety, innovation and authenticity. Magnum – one of Unilever’s Power Brands – is leveraging these three traits to ensure it delivers sales of more than 1 billion ice creams a year.

“The difference now is Gen Z adults have been born into a world of abundance, options, copycats and different propositions,” says Tugce Aksoy, Global Brand Director of Magnum for The Magnum Ice Cream Company, the ice cream business that will separate from Unilever by the end of 2025.

To keep their attention and share of wallet, engagement with brand fans on social channels and through experiences is key. “We listen to our community to understand where people might want to have a Magnum ice cream on a different occasion or in a different flavour and we act on it,” she says.

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