Magnum's ultimate indulgence at point-of-sale
Trolley advertising has become an integral part of the marketing mix for FMCG brands, as focus is drawn towards lower funnel point of sale. Iconic brands such as Lego, Magnum and Molson Coors have embraced the use of lenticular 3D ads on supermarket trolley panels to heighten impact and deepen storytelling, where the potential to make a sale is highest.?
Unilever has launched two new products to the Magnum range for 2023 - Double Sunlover and Double Starchaser. Double Sunlover pairs coconut ice cream with a mango and passionfruit ice cream swirl, all covered in white cracking chocolate combined with crispy coconut pieces. Meanwhile, Double Starchaser features a double-swirled popcorn and caramel ice cream, encased in caramel sauce and coated in cracking milk chocolate with crunchy caramelised corn pieces. Delicious!
Magnum is backing the launch with its biggest marketing campaign to date, which kicked off in April and will run throughout the key summer months, with the campaign tagline ‘Pleasure is always on’. The campaign features in-store activity, and dialled up point of sale further by embracing lenticular printing on trolley ads for maximum impact and to present the new products and message in a new, exciting, and memorable way.?
The Lenticular graphics add depth or motion to the printed ad, by placing “lenticules” over a two-dimensional print. This allows the eye to concurrently view alternating sections of multiple images. This style of printing is proven to be more eye-catching and engaging than standard print.?
The lenticular graphics work by being viewed from several angles, so the viewer inherently spends more time interacting with the image. This process helps to improve brand recognition and message retention by creating a brand experience - the ultimate indulgence as the shoppers make final purchasing decisions!
Meanwhile,
As the cost of living crisis continues to bite, supermarkets are competing for customers who need discounts to get by.
Set to rival?Tesco?and Sainsbury's?own schemes, Morrisons is bringing back its More Card loyalty scheme, which will make food shopping?that's less costly.
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The Morrisons More scheme replaces the My Morrisons scheme, and it can be used as a physical card or app, allowing customers to earn points. This will work on selected products in store and online and at Morrisons petrol stations.
Morrisons is also bringing back 'Morrisons Fivers', so once a customer has earned 5,000 points, they get ￡5 credit to use on a future shop.?
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Thank you for reading! We'll be back soon with another Perspective update. This edition of Perspective was written and curated by Helen Markham.