MAGNUM MOMENTS

THE BRIEF:
Birds Eye Wall's launched Moments: small, bite sized ice creams as a new part of the Magnum range, in three flavours: chocolate, hazelnut and caramel. Comment UK created a Live Point-of-Sale campaign to sample the product in Tesco stores, and to drive sales, based on a 2 boxes for £3.00 special. The pay-off line of "Magnumise your life" and the Live Point if Sale aimed to give consumers, particularly women a moment of pure pleasure and indulgence in store. Again, the campaign rolled out in 52 Tesco stores in Southern and Central England, over a period of 3 weekends.


THE SOLUTION:
We created teams of three handsome, male singers, dressed impeccably in dinner suits, who sang an A'Cappella version of the Flying Picket's "Only You", with adapted lyrics. These included

"Magnumise your life this summer time
Magnumise your life and make it fine…
Magnumise your life…
Magnumise!"

The singers held elegant silver trays full of Magnum Moments and offered them to passers by. In between songs, they spoke to consumers and encouraged them to buy the product.


THE RESULT:
The Magnum campaign worked to a tried and tested, winning recipe: the handsome, singing men in dinner suits giving away delicious free ice creams could not fail to appeal, but even we were surprised by the positive response from consumers of all ages. The performers genuinely did put a smile on people's faces, and genuinely disproved any allegations that British people will not respond positively to live point-of-sale or Direct Theatre.

Sales were almost impossible to measure, as the product sold so fast that fixtures were often restocked several times during the performers' time in store.

Birds Eye Wall's has commissioned a further 52 store roll-out for the Magnum Singers, with a new Christmas number: "Have yourself a little Magnum Moment".