Magnum has launched a £13m marketing campaign to promote its two new ice creams, Magnum Pink Raspberry and Magnum Black Espresso.

Running now, the campaign features TV, outdoor, digital, social media and PR advertising to emphasise the brand’s taste credentials.

In addition, the campaign will be brought to life via five pink and black vinyl-wrapped Routemaster buses in central London for three months. In a media first, the five Routemaster buses will use free WiFi to drive consumers to branded content. Users will be taken to a Time Out-hosted microsite featuring recommendations on things to do in London based on whether they are feeling playful or sophisticated – reflecting Magnum’s ‘Playful’ Pink Raspberry and ‘Sophisticated’ Black Espresso variants.

Nicola Rolfe, brand manager for Magnum at Unilever UK, said: “Our new campaign captures the luxury and indulgence which consumers associate with the Magnum brand, whilst communicating the two new ice creams as two options for very different moments.”

The variants are available in 3 multipacks and have an In Home rrp of £3.35 and Out Of Home in single impulse units with an rrp of £1.90.