Magnum is relaunching its core Classics range with a £10m ATL campaign.

The relaunch will see the brand bring a refreshed visual identity to its packaging.

The packaging revamp of the iconic range, which accounts for 50% of all Magnum products sold, will highlight the brand’s premium quality by emphasising Magnum’s cracking chocolate and highlighting that Magnum’s cocoa is sustainably sourced. A new scannable QR code on-pack will take shoppers to Magnum’s website where they can learn more about the brand’s community initiatives with the farmers they source cocoa and vanilla from and their commitments to sustainable packaging.

Running from mid-April until August 2022, the activity will include a new TV advert, OOH in major cities across the UK as well radio, cinema, social media, and digital channels.