Magnum Bon Bon

The Objective

Launching a new Magnum format for everyday moments

Magnum set out to introduce Magnum Bon Bon, a new bite-sized ice cream format, to the Polish market. The launch was designed to expand Magnum’s portfolio and drive incremental growth by creating a new consumption occasion beyond the brand’s classic ice cream bars.

While Magnum traditionally speaks to a broad 18–54 audience, Bon Bon was positioned to appeal more strongly to younger consumers. The goal was to present it as a modern, shareable indulgence that fits casual, everyday moments. Reaching this audience where they naturally discover and engage with content was key, which is why TikTok became a core channel in the media mix, helping the brand maximize relevance and impact during launch.

The Solution

High-impact formats and TikTok-first creativity

The campaign was built around a full-funnel media plan designed to drive awareness, memorability, and engagement from day one.

The launch kicked off with a TopView placement featuring a branded video combined with an interactive Shake Surprise add-on. This created immediate impact, captured attention at app open, and helped introduce the new product in a memorable way.

At the same time, two premium reservation formats ran in parallel:

• Top Feed, using interest-based targeting aligned with the product’s characteristics

• Standard Feed, supported by Target Frequency to manage optimal ad exposure

To further scale reach, a Video Views campaign using Spark Ads amplified native influencer content. This setup was optimized for 6-second views, helping the brand maximize impressions while keeping creatives fully aligned with TikTok’s native style.

Together, this mix of formats, interactivity, and creator-led content delivered a cohesive TikTok-first experience that felt both entertaining and brand-led.

The Results

Brand lift well above benchmarks

The Bon Bon launch delivered standout Brand Lift results, significantly outperforming TikTok benchmarks across all key metrics.

• Ad Recall increased by +14.2pp, more than double the industry benchmark of +5.95pp

• Awareness grew by +12.9pp, far above the benchmark of +2.58pp

• Intent rose by +5.7pp, showing strong impact on brand consideration

Strong branding in the first second helped boost memorability, while the interactive, TikTok-native approach encouraged users to move from awareness to intent. The results confirmed TikTok’s strength as a platform for launching new products and building brand equity at scale, especially when brands fully lean into its formats and creative language.