The case study of
MAGNUM
A Roadmap to the Pleasure Store
Magnum is an exceptional brand - indulgent, premium, and seductive by design. A brand that doesn't just sell ice cream - it sells a feeling.
It's also the brand I'm most proud to have worked with. Not just because of the work - but because of what that work became.
This is the story of how we created what would later be known as the Magnum Pleasure Store - one of the biggest brand activation movements in the world.
2006
MAGNUM
Open Art
In 2006, Magnum embarked on its brand activation journey, using experiential marketing to express its "Feminine Power" positioning in line with its global strategy.
We curated an art exhibition for the brand. 10 of the country's top artists were invited to offer their own interpretation of female power through the Magnum lens, under the message "I Am what I M." For three weeks, the exhibition was open to everyone - and was described by the business media as "a new benchmark in brand building."
We understood the power of experience in brand marketing. And we were just getting started.
2007
MAGNUM
Store
In 2007, we took the next step - launching the first ever Magnum pop-up store.
Leading brands across fashion, literature, jewelry, and home decor developed exclusive collections inspired by the Magnum world. But this wasn't a store in the traditional sense. It was an invitation to step inside the Magnum lifestyle - to explore, discover, and experience a brand as a world of its own. Every element was designed to deepen the brand's premium positioning and leave visitors with something money can't buy: a genuine emotional connection to Magnum. At the heart of it all, a dessert bar offering Magnum treats - a preview of what was already taking shape in our minds.
The pop-up was a significant success, generating widespread attention across the country.
We recognized that a truly unique, curated experience had the power to be revolutionary.
2008
MAGNUM
Factory Bar
In 2008, the Magnum Bar was born - the concept that would later become the Magnum Pleasure Store.
The global strategy was clear: position Magnum as "The Gucci of pleasurable food." Our answer was a pop-up bar built around the fantasy of a Magnum factory - chocolate, gold, ingredients on display. And at the center of it all: build your own Magnum. Choose your base, your coating, your toppings - a handmade, personalized experience that nobody had ever done before. A live singer completed the atmosphere.
The concept generated massive buzz, free media coverage, and queues that became the talk of the summer. The global Magnum team heard about it, flew in to see it for themselves, and recognized what we had built.
We had found the blueprint. A brand experience that could live, grow, and reinvent itself - year after year.
2009
MAGNUM
Royal Bar
In 2009, the Magnum Bar returned - this time with a regal touch.
The global strategy: "Pleasure Celebration Authority." We translated that into a grand ballroom experience - large Magnum sculptures displayed as the queen's jewels at the entrance, a baroque band performing classical music with a modern twist, and a new collection of handmade Mini Magnum flavors.
The bar had already built its reputation. This year, people came from across the country specifically because they knew what to expect - and wanted more of it.
We learned that continuity is a brand strategy in itself. Slight evolution, year after year, compounds into something much bigger than any single activation.
2010
MAGNUM
Gold Bar
In 2010, the Magnum Bar had already become an icon. The challenge: how do you top yourself?
The answer came with a new product launch - Magnum Gold. The TV campaign took its cues from the Ocean's Eleven movie - and we brought that world to life. The pop-up bar was designed as a vault - gold hidden inside, waiting to be discovered. Glittering toppings, opulent atmosphere, and queues that proved the brand had taken on a life of its own.
By the end of our five-year journey, we understood what we had built. Not just a series of activations - but one of the most recognizable brand experiences in the country, and the foundation of what would become a global movement.
2014
MAGNUM
TLV
In 2014, the Magnum Bar came home.
After several years of global expansion, we brought it back to where it all began - this time as the first ever outdoor bar, celebrating the brand's 25th anniversary. A limited edition of handcrafted Mini Magnums, inspired by flavors from around the world. And as a backdrop - the TLV Water Show, creating the perfect summer setting.
Four years had passed. The appetite hadn't. People came back as if they'd never left.
Our vision was still alive - and clearly, so was the brand's connection to its audience.
2015-2019
MAGNUM
TLV
From 2015 to 2019, the Magnum Bar became a summer institution.
Every year, we aligned with the global brand campaign while tailoring the experience to local culture - and every year, we introduced a fresh PR angle to keep the story alive. A renowned chef creating his own exclusive collection of toppings and coatings. A fashion event built around the brand and the bar. Each year, a new story. Each summer, a reason to come back.
Keeping a brand experience fresh, relevant, and consistent year after year is one of the hardest tasks in marketing. Brands fade when they stop showing up. We showed up - every summer, for over a decade.