Magnum competes not only with ice creams but also indulgent sweet snacks and refreshing drinks. Inflation pushed consumers towards cheaper alternatives, risking Magnum’s premium image.
The strategy centered on pleasure itself, shifting the slogan from "If you seek pleasure" to "Let pleasure never end." Sunlover and Starchaser products were presented as day and night personas representing energy and mystery. The campaign was supported by Porsche promotions and "night-day continuous pleasure" concepts, allowing Magnum to dominate both categories.