July 19 was the hottest day ever recorded in the United Kingdom after reaching 40 degrees in its history.
The heat wave has been responsible for 1,700 deaths in Europe.
The US has also issued a heat alert in more than 20 states.
The heat wave recorded in many European countries continues to cause problems, especially in the United Kingdom, which recorded the hottest day in its history after reaching 40 degrees Celsius. Given this, the Magnum ice cream brand used the crisis to promote their ice cream and succeed with the strategy.
The European Office of the World Health Organization (WHO) said last Friday that a heat wave in Europe was only responsible for 1,700 deaths in the Iberian Peninsula. On the other hand, in the United States they have also launched heat alerts covering more than 20 states in the Southern Plains and parts of the Northeast, as temperatures will exceed the century mark, This means that a third of the US population is under heat advisories and extreme heat warnings and more than 80 percent of the US population will experience temperatures above 32.2 degrees in the next seven days, Weather Forecast Center said.
Magnum uses a heat wave to boost its ice cream
What was recorded as the hottest day in the country last July 19 The Magnum brand was the best opportunity to promote the consumption of its products.
In 2020, UK ice cream manufacturing sales were £428 million, where, according to data from national statistics offices, The industry experienced a sharp drop in sales from UK ice cream manufacturing in 2014. Along with sales, production volumes fell in the same year.
The brand launched its campaign with the help of photographer Ed Sanka and illustrator Nicolas Germany, who created a collection of five different resolutions featuring the brand’s various ice cream melts.
accompanied by images copy “On the hottest day in history, enjoy it before it melts.” Similarly, advertisements were placed in several bus shelters in the City of London and were also broadcast through the brand’s social networks.
Despite the absence of the product as the consumer recognizes it in the store, LOLA MullenLowe intended to keep ice cream delicious in the eyes of the consumer.
“The uniqueness of Magnum Stick is what makes it possible to show off the melting magnum, while still giving it an eye-catching and elegant look. We always seek the brand to continue to offer work that is relevant, but also unexpected ”, said Creative.
A report prepared by IRI Consultancy elaborates that has promoted the sale of consumer products in countries such as Spain, In the same month of last year, the region recorded the highest sales, exceeding three thousand 500 million euros, a figure that means 4.4 percent.
Another brand that took advantage of the heat wave in the world to create valuable content was Nintendo, which published recommendations on its Twitter account for its users to take care of their products and consoles.
In this sense, although it is a climate problem, many industries may be affected by this heat wave, as it causes major damage to their products and even more so if they are foods that are damaged by high temperatures in the environment. but they also take advantage of these events to promote their products which can be widely consumed during the summer season.
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