The Magnum Ice Cream Company: summer campaign with TV, digital, social and influencer marketing

The Magnum Ice Cream Company has launched its summer communications campaign 2026, featuring the brands most loved by Italians through a multichannel media plan, new creative activities and product innovations.

A multichannel campaign

The company is thus strengthening its presence during the most important period of the year for the ice cream category, with growing media investment and an approach designed to address different audiences, from the most loyal consumers of iconic brands to younger generations, with particular attention to Millennials and Gen Z. “Summer 2026 represents a key moment for us to tell the story of the strength of our brands and how we continue to innovate products, language and communication channels,” comments Stefania Mauri, Chief Marketing Officer of The Magnum Ice Cream Company. “Magnum, Cornetto, Carte D’Or and Algida have a deep connection with the Italian summer, and this year we want to enhance it with integrated campaigns capable of combining the power of TV with the relevance of social, digital and content created for new audiences.”

The Magnum Ice Cream Company’s summer strategy 2026 confirms TV’s role as a high-reach channel, alongside the steady growth of digital, social and influencer marketing, with more than 120 talents involved. The share of advertising investment allocated to digital and social has practically doubled over the past two years and now exceeds 40% of the total, confirming a communications model increasingly focused on integrated and social-first campaigns.

In digital, social and influencer marketing, The Magnum Ice Cream Company is working with specialist partners including Edelman, Open Influence and Digital Angels.

Magnum: summer 2026 enters the House of Magnum

Magnum will be at the heart of the season with House of Magnum, a platform dedicated to Magnum Classico “Cracking Chocolate” and the new launches in the Signature range, which will be activated in more than 40 markets across Europe, Asia, Latin America, Australia and New Zealand: Magnum La Pêche and Magnum La Pistache. More than a single campaign, the platform is designed as a creative ecosystem intended to redefine the relationship between food, fashion and experience design, using the codes of contemporary luxury to elevate the concept of pleasure associated with the brand.

In House of Magnum, the ice cream-making process becomes a story inspired byhaute couture, placing the artisanal care and attention to detail that characterise the brand at its heart. The campaign stages ice cream production in a real atelier, creating a “ fashion” parallel: from the care taken with the packaging to the catwalk, every detail recalls the almost sartorial attention that has always characterised the brand.

The Magnum Classico “Cracking Chocolate” campaign began on 26 April, while the new Magnum La Pêche and La Pistache products will be supported by a dedicated campaign during the summer season. The creative work is by Lola Madrid, the brand’s long-standing partner, while media planning is handled by Publicis Groupe.

Cornetto: music, summer and Gen Z with Samurai Jay

With Cornetto music is confirmed as one of the main cultural platforms through which the brand engages with Gen Z. The focus of the activities is the “Unwrap the Music” , an 360° ecosystem comprising TV/digital spots, social content, a prize competition, a Spotify activation, Dooh advertising, local events and live experiences.

At the heart of the creative concept is the collaboration with Samurai Jay, who features in the commercial with the track “Ossessione”, the campaign soundtrack, and stars in co-created social content supporting the Cornetto competition 2026 offering music-related experiences as prizes, including private concerts, Spotify subscriptions and tickets for the Rome and Verona dates of Rtl 102.5 Power Hits Estate.

Carte D’Or: a new soft & crunchy

experience 2026 Also among the summer innovations is & Carte D’Or Soft Crunchy, a new tub product combining creamy ice cream with a crunchy topping, in innovative divided packaging that keeps the pieces crunchy at all times. The range will be available in two variants: cocoa-swirled ice cream with pieces of Algida’s iconic Cornetto tip and black-cherry-swirled ice cream with pieces of Algida Croccante.

The launch marks Carte D’Or’s entry into a new consumption territory, highlighting the contrast between creaminess and crunchiness through a dedicated TV and social campaign from the first week of June, with the aim of showcasing the product’s new taste experience.

Algida: new products and social-first content

The summer communications plan 2026 will also feature other Algidaproducts Remix Cookie, Solero and the new Volcanix, the first 5 layered ice lolly in the shape of a volcano, distributed through the bar channel.

Volcanix, in particular, will be at the centre of a social campaign, digital advertising and a tour with Rds, which also included a live activation between late June and July: for its launch, Algida brought creators and influencers to Mount Etna for an experiential event designed to amplify the product’s social story. “We work to build campaigns that are relevant to moments of consumption, cultural contexts and the channels where people discover, share and choose brands,” concludes Stefania Mauri “and summer 2026 will be a season rich in content, innovation and connections with consumers’ passions, from fashion to music and social-first experiences.”

This content was translated with the assistance of artificial intelligence.