Magnum x Notting Hill Carnival

The Magnum team came to us with a clear objective: help us connect to our core and target audience through a nuanced cultural activation across Carnival, which heroes our core trade battleground.

Most Magnum is sold by corner shop owners, and consumed 'en-route' so we created a takeover of 'Usman's' famous corner shop on the carnival route, dialling back into the off-trade.

We activated Magnum at Notting Hill Carnival, with the very 1st Magnum Corner Store, situated in the heart of NHC. With a launch event in partnership with NHC, and a high footfall brand experience around the corner, we drove high brand awareness through a disruptive OOH campaign, partnership with Rampage Sound, and tying into consumption occasion messaging #EnRoute.