On a recent road trip my friends and I decided to take notice of the billboards we passed predominately on the M1, Citylink and the Hume Highway.
One that particularly sparked our interest was a three meter Magnum Temptation ice cream (I was surrounded by sweet toothed friends).
A friend who will remain nameless (her daily lunch on our Contiki tour was a Magnum Ego and packet of chips) expressed that she was dying to try this new ice cream. The drool-worthy picture on the billboard combined with her passion and enthusiasm for this new product motivated the rest of the car to believe that it might be so good it would change our lives.
Less than half an hour later we stopped at a service station and four out of the five people in the car were led into Temptation and purchased Streets latest money maker.
The verdict? The ‘eye catching jewelery box’ packaging was ridiculous! (Well it looked good, but you just knew this contributed to the $4.50 price tag). This is especially sad when you remember the days when Magnums being $2.20 was a bit exxy.
It was too small, and apparently it is meant to be a special ‘3D shape’. Aren’t all ice creams 3D? If you are going to eat them why does it matter? My friend was horrified when she found an additional half a wooden icy pole stick floating around inside the ice cream.
On the plus side we all agreed it was delicious and even challenged the legendary status of the Ego.
On further investigation I checked out the online media for Temptation. According to the flash site, people’s image of Temptation is an image of a Victoria Beckham-esque size six model with an odd hairstyle. The only other information the website provided was a small image of the ice cream packaging. Instead of information on the product the website contained a dice game based on luck.
Streets should have done a bit more investigating into their target market as I am not tempted by one player dice games. They should have also given the model some free Temptations with her contract to fatten her up at bit.
Next I went to the Magnum Facebook page and found an abundance of complaints from angry users about the effectiveness of the website game.
So were we tempted by the billboard? I would have been lying if I had said no. But I’m not sure how effective Streets other marketing strategies were – the argument could be didn’t we all buy one? Well yes, but only time will tell whether taste and billboard advertisements will outweigh average online marketing and a petrol station ice cream almost costing a note.
Posted by Bridge.