MAGNUM® PARTNERS WITH TROYE SIVAN TO CREATE THREE ALL-NEW MOOD-INSPIRED HONEY REMIXES

The inter-agency IPG team of Golin, LOLA MullenLowe, Mindshare, MullenLowe and Big Sync Music launch the Magnum® Wherever Pleasure Takes You campaign and NPD with newly-remixed Troye Sivan tracks

Magnum® ice cream has teamed up with global award-winner and Grammy-nominated Australian singer-songwriter and actor Troye Sivan to create three all-new remixes of his track ‘Honey.’ These remixes draw inspiration from the all-new Magnum® Pleasure Express range, which includes Euphoria Pink Lemonade, Wonder Golden Toffee, and Chill Blueberry Cookie flavours.

In collaboration with the incredible UK music producer and DJ Mura Masa, these new tracks aim to encourage Pleasure Seekers to indulge themselves and explore a world of pleasure. Each remix is carefully crafted to match the three distinct moods—Euphoria, Wonder, or Chill—of the brand’s most indulgent treats yet.

During a live listening party held in Cannes on May 16th, Troye fans had the opportunity to choose which of the new tracks they wanted to hear first, based on their current mood. The celebration of the Honey – Remix EP launch coincided with Troye being announced as the global ambassador for the new Magnum® ‘Wherever Pleasure Takes You’ campaign.

Hosted by French drag queen and cultural icon Nicky Doll, the event also featured the legendary Godfather of Punk, Iggy Pop, who joined Troye for an engaging panel discussion. The live listening party was exclusively livestreamed on the Magnum® YouTube channel, where fans worldwide selected the Euphoria remix as their top choice, followed by the Wonder remix, and finally the Chill remix. These tracks were played live from the Magnum® beach in Cannes before their official global release on streaming platforms.

Magnum® is marking the 11^th year on La Croisette with this iconic partnership that encourages Pleasure Seekers to embrace Wherever Pleasure Takes You by exploring new multi-sensorial experiences designed to capture their imagination and introduce them to new dimensions of indulgence and pleasure. The evening saw Magnum® and Troye host a euphoric evening of indulgence that saw a star studded guestlist and the iconic Magnum® Dipping Bar and Spray Bar experience.

This year’s activation also saw the introduction of multiple new content formats; this included an all-new red-carpet host, Jack Remmington, who worked closely with the brand to secure key soundbite and content opportunities with talent attendees, helping to drive significant buzz across earned media and social channels. Following the event, Troye dropped a behind-the-scenes video on his YouTube channel, sharing an exclusive glimpse into the campaign and the euphoric celebration. The footage was all filmed on-the-ground in Cannes, and featured multiple cameos from other A-list attendees including Charli XCX, Mura Masa, MIKA and Romee Strijd.

By combining experience with product innovation, the campaign enabled Magnum® to collaborate with an impressive roster of global influencers, with content bespoke to each Magnum® market. The Magnum® Beach in Cannes was a sensory playground – a carefully curated space that facilitated a refreshed approach to content capture for the campaign which took place primarily on-the-ground in Cannes. More than 60 global Mbassadors from all over the world engaged in product-led experiences such as an immersive social pod and the transportation station, each inspired by the moods of Euphoria, Wonder and Chill.

Rosie Festus, Global Brand Experience Lead at Magnum® said, “Truly unapologetic and fearless in every way, Troye has always expressed his most authentic self in his endeavours – whether this be fashion, art or, of course, in his music. A true advocate of pleasure and self-expression, Magnum® could not have found a more perfect Mbassador to bring this campaign to life.”

Speaking about the collaboration, Troye said: “Working with Magnum® on creating these tracks has been an amazing journey. They are a celebration of what brings us pleasure. I’ve been a big fan of Mura Masa for a long time, and these remixes of my song ‘Honey’ are about more than just music; they’re an invitation to explore our different parts – whether that be Euphoria, Wonder, or Chill. I have had a blast working on this project, and I can’t wait for you all to experience it yourselves!”

The globally activated campaign has a strong social leaning with several planned activations in order to drive reach and impact for the launch. Global talent and influencers attended the launch at Cannes Film Festival, documenting and capturing the reveal of the new tracks through their own authentic content.

With YouTube as key partner for the campaign – streaming the live listening party in order to reach millions of Pleasure Seekers worldwide – influencers also drove hype and talkability with younger demographics, sharing teasers of the new tracks ahead of the live listening party.

Paid media amplification across all campaign touchpoints further ensured that all Pleasure Seekers were able to participate in the campaign, pulling through from awareness to engagement, and truly maximising the effectiveness of creative assets.

The campaign continues throughout the summer months with a key partnership with Spotify. Magnum® and Troye have worked closely with the streaming platform to create the ‘Magnum® Pleasure Mix’. This works by analysing the listening habits of Spotify users to determine the mood of each listener and create a personalised pleasure mix, featuring one of the new remixes of ‘Honey’ and a selection of handpicked tracks by Troye.  Pleasure Seekers across the world will be taken on an indulgent journey of pleasure as they experience three new curated playlists inspired by Euphoria, Wonder and Chill, allowing them to go Wherever Pleasure Takes You.

Katie-Jo Flynn, Executive Director at GOLIN London said: “It’s thanks to this incredible interagency team that the truly integrated campaign has introduced Magnum® to a fresh audience, seamlessly blending digital and physical experiences with the Listening Party being streamed and engage via YouTube which tapped into both Magnum® and Troye’s combined fandom. The interagency team has transformed the Magnum® Beach location to a space that is a content creator’s playground. From the dipping and spray bars to the social pods, the space tied in seamlessly with the Euphoria, Wonder & Chill theme and gave content creators from the brand’s global markets the freedom to share the experience in their own style.”

The new Honey – Remix EP is now available to stream on all streaming platforms.

Source: LOLA MullenLowe

  Advertising, Campaign, Collaboration, GOLIN London, LOLA MullenLowe, Magnum, Marketing, Troye Sivan, U-Studio