Magnum Cream Liqueur
Created at The O Group
Magnum was a well-established brand in its native country, South Africa. They came to us for a brand refresh that would set them up for success in the United States. We leveraged their existing assets (logo, packaging, fonts) but came up with a whole new strategy and aesthetic for a New York City launch.
Young, aspirational, overachievers. Urban professionals with disposable income. The ambitious business school grads, the tech wiz kids with venture capital, the ascending fashion influencer.
We needed to introduce a unique blended spirit to an unfamiliar consumer. Our audience needed to understand what it is and how to drink it. We also had to position Magnum as a premium experience that's worth the splurge—from price point to calorie count.
We worked with Magnum's resident mixologist to come up with a series of easy-to-prepare cocktails. We shot them on a glossy black set to highlight the richness of the spirit and created a fun accordion-folded recipe guide to give away at tasting events. Magnum launched with the tagline "More is more" to position the brand as an upscale, adult alternative to start or finish your night. The brand kicked off its US launch with tasting events throughout New York City, and the spirit can now be found in bars and restaurants throughout the city.
Photography by Mark Loader Studio. Design and images © The O Group.