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On July 19, the hottest day in its history was recorded in the United Kingdom, after reaching 40 degrees.
The heat wave in Europe has been responsible for 1,700 deaths.
The United States has also issued heat alerts in more than 20 states.
The heat wave that is registered in many European countries continues to cause problems, especially in the United Kingdom, which recorded the hottest day in its history after reaching 40 degrees. Given this, the Magnum ice cream brand used the crisis to promote its ice cream and succeed with strategy.
The European office of the World Health Organization (WHO) said last Friday that the heat wave in Europe was responsible for 1,700 deaths, only in the Iberian Peninsula. On the other hand, in the United States they have also launched heat alerts that cover more than 20 states in the Southern Plains and parts of the Northeast, because temperatures will exceed the century mark, meaning that a third of the US population is under heat advisories and excessive heat warnings and more than 80 percent of the US population will experience a temperature above 32.2 degrees in the next seven days, the Weather Prediction Center said.
Magnum uses the heat wave to promote its ice cream
What was recorded last July 19 as the hottest day in the country, for the Magnum brand was the best opportunity to promote the consumption of its products.
In 2020, UK ice cream manufacturing sales amounted to £428 million, where, according to data from Office for National Statisticsyes, The industry experienced a massive drop in sales from UK ice cream manufacturing in 2014. Along with sales, the production volume collapsed in the same year.
The brand ran its campaign with the help of photographer Ed Sanca and illustrator Nicolas Germani, who created a collection of five different proposals showing the brand’s various ice creams melted.
The images were accompanied by copy “On the hottest day in history, enjoy it before it melts.” Likewise, the advertisements were placed in several bus shelters in the city of London and were also disseminated through the brand’s social networks.
Despite the absence of the product, as the consumer recognizes it in the store, LOLA MullenLowe’s intention was to keep ice cream appetizing in the eyes of the consumer.
“The iconicity of the Magnum stick is what makes it possible to show off a melting Magnum, while still giving it an inviting and elegant look. We always look for the brand to continue offering relevant work, but also unexpected”, said the creative.
A report prepared by the IRI consultancy detailed that has boosted sales of consumer products in countries such as Spain, In this same month of last year, the highest number of sales in the sector was registered, exceeding three thousand 500 million euros, a figure that has meant 4.4 percent.
Another brand that took advantage of the heat wave in the world to create valuable content by putting its name high was Nintendo, which published recommendations on its Twitter account for its users to take care of their products and consoles in the face of this global eventuality.
In that sense, although it is a climatic problem, many industries can be affected by this heat wave, since it causes major damage to their products and more so if they are foods that can be damaged by high temperatures in the environment, but they also take advantage of these events to promote their products that can be widely consumed in summer seasons.
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