Magnum’s advertising established the ‘chocolate so crisp and thick that it falls off in great chunks as you bite it’ key visual, but this works best with a beautiful model attached. At the same time there are a lot of branded and Private Label copies out there, so the brand focuses on genuine product innovations with harder to copy recipes and structures.
The pack wisely plays down the product as the only thing to like, instead helping to build a fantasy concept (‘Infinity’, now that’s a big promise) that consumers’ imaginations can really get their teeth into. For me it’s falling off Rainbow Road on Mario Karts. In a good way.