MAD//Pod: Magnum, Global Brand Director - "Magnum became an accessory, like walking on a catwalk"

Askoy told Fresh Air's Michaela Hallam that Magnum ice cream has been transformed into an edible luxury brand, far from its origins as a simple handheld ice cream. Askoy said that Magnum's emphasis on indulgence and pleasure is reflected in its luxury branding, from its gold foil packaging to its association with fashion icons like Karl Lagerfeld, Bella Hadid, and Moschino. Aksoy notes that "Magnum became an accessory, like walking on a catwalk," and quoted a consumer: "I might not be able to afford Gucci today, but I can get a Magnum." Magnum’s partnerships with artists and designers helped establish its association with both luxury and fashion.

Listen to the full MAD//Pod for more on Magnum, as a luxury brand, and also to hear about:

1. Creative Control with Artists and Celebrities: Magnum has allowed artists like Miley Cyrus to take creative control of its campaigns, which led to risk-taking and innovation. Aksoy shared how Miley created a campaign with black-and-white film, going against the brand’s original idea.
2. Embracing Consumer Participation: Magnum saw value in letting fans and creators co-create content, further embedding the brand in popular culture. This approach marked a major shift, allowing more authentic engagement with its audience.
3. Future Outlook: Magnum aims to break the seasonal perception of ice cream with its “Find Your Summer” campaign, aiming to make ice cream, and by extension, pleasure, more accessible year-round. This campaign recently won several prestigious Cannes Lions awards.