In this episode, we sit down with Jennifer Dyne, Head of Ice-Cream at Unilever, home to brands such as Wall's, Ben & Jerry's and Magnum.

Jennifer discusses the impact of creators on marketing strategies and the importance of balancing authenticity with consistency to ensure you're building a brand that will last for over 100 years!

Listen to the full episode for more insights into:

Balancing Authenticity With Consistency
Jennifer discusses the increasing trend of incorporating creators into various parts of media plans, including out-of-home, TV, and programmatic display ads. This highlights the demand from consumers for more creative content and the importance of maintaining consistency across all touchpoints. Jennifer expresses that the main challenge for brands is to balance the authenticity of content created by multiple influencers without diluting the key messaging.

Product Superiority
Jennifer emphasises the importance of product superiority for Magnum’s marketing strategy. The indulgent taste and quality, particularly the signature cracking chocolate, are prioritised to create a compelling experience for consumers. Consumers' love for Magnum centres on the superior product quality, which is always kept at the forefront, while marketing efforts aim to enhance and express the indulgent pleasure associated with enjoying Magnum.

The Impact Of Creators
The influencer marketing boom over the past few years has significantly influenced Magnum’s marketing strategies. Jennifer explains why authenticity in influencers is paramount, as it helps build genuine connections with fans. Partnering with influencers who align with Magnum’s values, passions, and brand ethos is crucial to their brand.