AXE + Magnum = a taste of the Billionaire lifestyle

Ambition
To entice a younger audience to Magnum, Unilever instigated an unexpected collaboration with another of its brands, AXE, to coincide with the launch of Magnum Gold Caramel Billionaire.

Insight
Earlier the same year, we’d successfully reinvigorated AXE into a brand that’s confidently authentic and creative. So, on the launch of Magnum Gold Caramel Billionaire, it seemed fitting to bring a taste of an aspirational billionaire lifestyle to GenZ: When you can actually smell luxe while eating lavishly too, who said you have to be a billionaire to act like one?

Idea
The pack design is in the same style as the core variants, where talented illustrator, painter and urban artist, Ben Tallon, created a series of bespoke artworks to bring to life AXE’s vision to deliver ‘Urban Art in the Hands’ of every consumer. In research, the street-art was found to be disruptive and spontaneously cued a feeling of AXE promoting individuality, creativity and scent exploration. It was also, importantly, aspirational yet accessible.

This latest iteration incorporates the distinctive Magnum shape to drive recognition of the brand collaboration, and a silhouette is added to create intrigue. While the can is dripping in gold to add to this aspirational sense of luxury and desire.

Reinforcing the brand hook up, Magnum’s tagline, “Free your pleasure” is the perfect sign off to encourage GenZ to purchase.

Impact
Who would have thought that a men’s grooming brand and an ice cream brand could collaborate so seamlessly?

Axe and Magnum’s shining partnership resulted in packaging that’s gold in all the right places, with both brands equally shining through in a premium, indulgent and ‘Instagram worthy’ collaboration. What’s more, AXE is now in growth for the first time in recent years – which has been firmly attributed to the packaging presence at shelf and consumer reaction to the brand.