The campaign, which was launched last Saturday (9 April) through the medium of TV, invites consumers to ‘Release the Beast’ and ‘Dare to Go Double’.
It will span experiential, outdoor, digital, search and social. Exact details of planned live activity remain under wraps, however the brand has revealed it is hosting a VIP launch party in London next week.
The campaign is also designed to reinforce Magnum’s positioning as both a luxurious and chocolate ice cream-focused brand.
The Magnum Double range includes three flavours – Magnum Double Chocolate, Magnum Double Caramel and the new Magnum Double Peanut Butter.
Nicola Rolfe, brand manager, Magnum at Unilever UK said: "This year Magnum is launching its most indulgent ice cream: Magnum Double. We want to inspire consumers to dare to go double and embrace pleasure with our new delicious flavours, which are unique in the chocolate ice cream category."
Magnum was particularly active in the experiential space last year - its hosted a Pink and Black party on Regent Street in May, and its Pleasure Store pop-up was such a hit, the brand opted to extend its opening by two weeks over the summer.