Any Maggies Boss?
Client
Magnum
Area
Trade
Consumer
The Challenge
Magnum is a cult-classic Jamaican tonic wine, sold only in convenience and loved by an "if you know, you know" following. The brand came to us with one goal for the summer: grow awareness and rate of sale in impulse.
The challenge? With thousands of alcoholic RTDs sold through convenience alone, the category is saturated, and in-store visibility is often low and fragmented. To cut through, we had to go big and make a scene.
What we did
We took Magnum on the road with a high-energy Spin To Win roadshow, bringing the brand directly to shoppers in high-footfall convenience stores and wholesale depots.
A fully branded Magnum Jeep acted as the visual draw, while music, a Spin To Win wheel and branded prizes created a buzz and turned engagement into purchase.
Over the summer we delivered 36 four-hour activations – 22 in store and 14 in depot – timed for peak footfall.
Activity centred on London, including Croydon, Brixton, Tottenham and Peckham, with further stops in Manchester, Birmingham and Coventry.
The Activation Kit
Every stop was built around three assets, designed to stop shoppers in their tracks.
A fully branded Magnum Jeep: a high-impact mobile brand asset that maximised visibility and standout.
A Spin To Win wheel: the engagement mechanic, giving every purchaser the chance to win.
Branded merchandise: Magnum T-shirts, key rings, lanyards, tote bags and bottle holders, used as prizes and giveaways.
Unmissable Branding
Harry’s Off Licence, Tottenham
1,680 bottles sold in August
Costcutter, Golborne Road
1,440 bottles sold in August
IAA Superstore, Lambeth
960 bottles sold in August
Fully branded store windows in communities with strong Magnum affinity kept the brand visible long after the Jeep had moved on – and Usman Wines in Notting Hill sold 1,200 bottles over Carnival weekend alone.
TRADE MEDIA
To get independent retailers on board, we launched the ‘Boss! Win a boot load of Magnum’ trade competition, giving stores the chance to win a boot load of free stock.
