Magnum ice cream on creating new use occasions (Podcast episode)


If your product has a level of seasonality or occasion, then this is an episode for you. In the winter months, ice cream sales drop by up to 50% in the UK. But there are markets with harsh winters where sales don’t drop at all. So it’s not simply an issue of climate, but of behavior. Our Head of Planning, Camilla Facin, talks to Ben Curtis, Global Brand VP of Magnum, about what influences that behavior and the role of mental and physical availability.