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Putting diversity and inclusion at the heart of the brand
Co-creating campaigns with an LGBTQ+ community for Magnum.
48 strong community of tastemakers and creatives from London and New York with mixed gender identities.
100s of content pieces, insights and ideas informing campaign purpose and execution.
UK and US-based ideation sessions to workshop how Magnum can support diversity and inclusion.
Overview
First developed in the late 1980s, Magnum has become one of the world’s most iconic ice cream names. Fully committed to ethical processes, the brand ensures that everything from the cocoa communities it works with to the way it packages its products is sustainable, responsible and transparent – with numerous social initiatives to date, including empowering women in cocoa farming communities as well as providing health, education and training across Madagascar.
Industry
Food and beverage
Bulbshare community
UK and US
Use case
Insight, ideation, content
Aim
Build a targeted community of tastemakers and creatives across London and New York with mixed gender identities to explore how Magnum can champion diversity and inclusion in its campaigns, representing LGBTQ+ communities and others that feel ignored or misunderstood in society, by the media and by mainstream brands.
Strategy
With a blend of in-person workshops, creative ideation, and dynamic Briefs on the Bulbshare app, the community delivered powerful ideas and insights. They shaped campaigns, messaging, and strategies that put diversity and inclusion front and center for the Magnum brand.
By bringing together tastemakers, creatives, and everyday voices from diverse gender identities, we captured unique perspectives and deep insights into the challenges facing trans and LGBTQ+ communities. Magnum now champions inclusivity with purpose-driven campaigns like ‘Pleasure Knows No Gender,’ connecting meaningfully with these audiences.
Results
48 strong community of tastemakers and creatives from London and New York with mixed gender identities.
100s of content pieces, insights and ideas informing campaign purpose and execution.
UK and US-based ideation sessions to workshop how Magnum can support diversity and inclusion.
