Magnum 7 deadly sins

4 groups of housewives, - 2 in the north and 2 in the south? Not in this case! Sexologists, Escorts, Pole Dancers and Church of England ministers provided the insights for this seminal exploration of female sensuality.

Working with Unilever and McCann, CSR used the research output to shape the 7-D-S proposition for Magnum across Europe.

Acting as the lead agency, CSR planned and coordinated research in UK, Italy, France, Spain and Germany.

In search of creative insights, we explored the pleasure odyssey of Lydia (an imaginary heroine), discussed sex, sensuality and indulgence and probed the emotional and rational benefits of Magnum in the context of the 7-D-S proposition.

Driven by output from our work, early stage concepts evolved to become embryonic scripts and in turn story boards with narrative tapes.

Our research informed a highly resonant ad campaign with pan European potency that contributed towards a hugely successful product launch and an unprecedented increase in sales.

The earth did move for Magnum!