Magnum uses the Power of Surprise for Breakthroughs
So you think ice cream is for kids? Try telling that to Unilever who sells over a billion Magnum ice cream bars a year – many to adults.
Magnum’s wild success is based on using the “Power of Surprise” in its product innovation and marketing.
In the 1990’s, Magnum did something no other ice cream company had ever done – it made ice cream on a stick and adult sensation. At a time when hand-held ice cream was all about missile pops and push-ups, Magnum’s richer cream, thicker chocolate, and premium packaging delivered a pleasant surprise to more mature consumers.
In addition, its titillating advertisements reinforced a racy image that likely surprised even the most liberal of ice-cream eaters… just check out the Five Senses video to see what I mean (be sure to send your kids out of the room before you play it!):
Breakthrough innovations are all about surprise. Seemingly out of nowhere, we experience something that challenges our assumptions and captures our attention. And when that “something” adds real value to our lives (whether enjoyment, entertainment, time savings, financial savings, etc.), then we have a winner.
Article based on an excerpt from the book Leapfrogging: Harness the Power of Surprise for Business Breakthroughs
Image Credit: Bruno Aveillan
