This summer, Magnum is making waves – not just with ice cream, but with a cultural moment that has taken social media by storm.
Teaming up with pop icon Charli xcx as their celebrity ambassador for 2025, Magnum took over Cannes with an unmissable campaign that blended music, fashion, and ice cream in a way that connects to their “True to Pleasure” messaging.
Magnum’s trend-savvy in-house team began teasing their collaboration with Charli xcx – the most culturally relevant musician amongst the social media generation – a week before the Cannes event. The teaser featured the iconic “Brat green”, a nod to Charli’s award-winning album.
Fans of Magnum and Charli xcx, shared their curiosity in the comments…
To build hype, Magnum used its own social channels to tease the Charli xcx collab and give a glimpse into the sweet treats being served at the first-ever Magnum Bakery – a signature part of their beachside pop-up.
As a brand fluent in social culture, Magnum understands that influencer partnerships are key to reaching aligned audiences and turning a campaign into a cultural moment. They trusted us to curate a group of creators across global markets who all share a love for ice cream – and a good party.
This is the fourth time we have partnered with Magnum to create impactful summer campaigns to promote their latest ice cream launches across European markets while aligning with platform trends and emphasizing the overarching brand message of being “True to Pleasure”.
We brought together 14 creators from the UK, US, Spain, the Netherlands, and Germany – spanning fashion, lifestyle, and food – to interpret “Cracking Into Pleasure” in their own way through TikTok and Instagram content. The #CrackIntoPleasure hashtag was used across all content and is inspired by the signature cracking chocolate sound when you bite into a Magnum ice cream. Magnum keeps the chocolate coating as thick as possible so that each bite delivers a satisfying sound that amplifies the enjoyment of every ice cream.
Even before touching down on the French Riviera, creators built anticipation by teasing the trip and, of course, featuring the signature biting into the Magnum crack sound, leaning into the popularity of ASMR.
Amsterdam-based creator Caylin (aka @honeycaycay) leaned into the trending “AI narrator” voice in her pre-trip TikTok, and her audience was hyped for what was coming next.
UK-based foodie creator Maddi (aka @cripandip), who shares recipes with her 500k+ TikTok followers, was the perfect fit to step behind the counter at the Magnum Bakery. She got to try the Magnum Croissant, Maca Bon Bon’s, and the exclusive “XCX Shake” – a bright green drink inspired by one of Charli’s most popular fan accounts.
The comments on Maddi’s content are proof of perfect partnership alignment…
@official.yuani captured the party vibes perfectly in his Instagram Reel – from snacking on Magnum ice cream to Charli’s dramatic entrance. FOMO = activated.
Magnum’s Cannes activation wasn’t just made for influencers, it inspired earned content and UGC from attendees, including marketers and agency professionals who couldn’t help but add to the flood of content.
TikTok creator Joe Marlinarson (aka @coldestjoe), known for his content on branding and social trends, even spotlighted Magnum in his video titled “5 Brands Winning on Social Media,” praising the campaign’s viral success elevated by influencer amplification.
Aligning with the right talent isn’t just about maximizing reach, it’s about authentically connecting with your audience while staying true to your brand. Take Charli xcx, for example. She’s not just a pop star, she’s a cultural catalyst amongst the hyper-online generation. By partnering with her, Magnum didn’t just gain visibility, they reinforced their brand positioning at the intersection of fashion, lifestyle, and indulgent food culture. The collaboration felt natural, leaning into Charli’s aesthetic and influence while aligning with Magnum’s message of bold, expressive pleasure.
For other brands seeking similar impact, the key is understanding your own identity and choosing talent who don’t just bring fame, but feel like a cultural and stylistic match. It’s not just about who’s trending, but who makes sense for you.
Trusting creators to interpret your brand in a way that fits their unique content style is key. Whether it was foodie creators showing off treats or fashion influencers showing what they wore to the event, we shaped a brief that gave each influencer creative freedom within the strong campaign framework. This resulted in content that felt organic, not overly scripted, which increases shareability and engagement.
Magnum’s campaign didn’t start and stop with the event. Teasing the collab a week before Cannes using recognizable visuals and generating pre-event content helped build anticipation. Meanwhile, post-event creator content – still going live – is keeping the conversation going, extending the lifespan of the campaign beyond the beach. The best brand moments feel less like stunts and more like evolving narratives.
Learn more about making an impact beyond point of purchase here.
