Magnum Canada launched an ASMR-inspired activation at Montreal’s Crescent Street Grand Prix Festival this past weekend that highlights the crack of the ice cream’s Belgian chocolate shell.
The Magnum ASMR Studio was set up during this year’s Formula 1 Canadian Grand Prix and invited race-week revelers to get close to the mic to create their own ASMR-inspired content – from the slow unwrapping of an ice cream bar to the chocolate crack from the first bite of the hero product, a Magnum Mini Double Caramel bar. Each guest received a video capturing their personalized “Magnum Moment” to share on social media.
Ben Veldman, associate brand manager at Unilever Canada, tells MiC that by transforming its signature product feature into a multisensory experience, Magnum is meeting Gen Z and millennial consumers where they are, at the intersection of trend culture and self-expression on TikTok and Instagram Reels.
“This is grounded in social listening insights that show sound-led food content (especially ASMR) continues to perform exceptionally well across platforms,” Veldman says. “The campaign also builds on Magnum’s growing momentum in Canada, where the brand is gaining share among indulgent treat seekers under 35.”
Magnum Canada collaborated with Edelman Canada for the first time to promote the campaign across experiential, earned and paid content creators. The fully integrated campaign also included OOH and influencer and media strategy.
Veldman says Magnum has shifted focus towards more digital-first storytelling this year, particularly short-form video and creator-led content, to support the launch of Magnum Canada’s new Instagram channel and drive reach and awareness among 20- to 35-year-olds.
“The mix…allows us to test and scale content that performs best, in real-time, while giving creators the freedom to interpret indulgence in ways that resonate authentically with their audiences,” Veldman says. “Globally, Magnum’s campaigns are very experiential in nature, but in Canada we’ve been more focused on traditional digital and social media and sampling.”
The Magnum ASMR Studio was a “tactile, sound-first experience designed to be seen, heard and shared.”
