Invent the new MAGNUM Contest Ended

Crack the next MAGNUM ice cream that is the ultimate in quality and craftsmanship.

Start May 20, 2016 End June 05, 2016 23:59 UTC Deliberation Results July 2016
May 20, 2016
June 05, 2016 23:59 UTC
July 2016

Important guideline - pieces in the ice cream

02 Jun 08:03

Dear creators,

Please remember, that pieces cannot be included in the ice cream, you can only add them on the outside of the chocolate! Be careful when creating your new Magnum!



What do you reach for when you want a moment of pure, indulgent pleasure? A bite of something that fulfills your desires and makes you feel special and rewarded? Now imagine that pure and indulgent moment of pleasure as you bite into a MAGNUM Classic premium ice cream crafted from the finest ingredients – silky smooth vanilla ice cream and thick MAGNUM chocolate.

MAGNUM offers a sophisticated, adult range of ice creams made with the finest ingredients, and their bestsellers globally are Classic, Almond and White. Over time, however, the competition has copied MAGNUM, trying to steal some of its unique and special attributes.

Today, MAGNUM is looking for your help to invent a revolutionary MAGNUM ice cream that people will love. The idea will need to sit alongside the original Classic, Almond and White, so an extension of the range, but your invention will need to seem new and exciting to the consumer, we want it to become the most popular.

This new concept for an ice cream will need to demonstrate MAGNUM’s commitment to quality and craft, and will prove why Magnum is worth paying more for.

Creative Challenge

Create the ultimate ice cream pleasure in a new concept for MAGNUM.

In your entry, show us your idea for a delicious and indulgent MAGNUM ice cream with flavours and ingredients that show its commitment to the quality and craft of its ice cream bars. This can be through the ingredients used, where the ingredients are sourced or the way in which the product is made.

What does MAGNUM ice cream’s commitment to quality and craft entail?

MAGNUM gives you unrivalled pleasure with the perfect balance of thick MAGNUM chocolate and velvety ice cream. Resulting from our experts’ uncompromising care in sourcing our highest quality, hand-pollinated vanilla pods from Madagascar and sustainably grown cocoa.

How would you reflect MAGNUM’s commitment to quality and craft in your new MAGNUM ice cream concept? What are the stories behind the origin of the ingredients you’ve selected? Or the significance of flavour combinations you’ve chosen? What descriptions would you use to bring to life quality craftsmanship? We want to see the same care and dedication MAGNUM puts into its ice creams expressed in your new ice cream bar.

Remember that how food looks and smells also affects the taste and the impression of food. That’s why while retaining the traditional shape of the MAGNUM ice cream, we want to see how your choice of ingredients visually works together to bring ultimate eating pleasure.

We’re looking for an ice cream idea that is new for MAGNUM or even the ice cream category. The idea needs to be in the form of an ice cream on a stick with a single chocolate layer on the outside. You can also include a swirl of sauce in the ice cream, and/or pieces on the outside of the chocolate – it is up to you.

But don’t feel you have to create the most indulgent offering, simple ideas can also win. The key thing is to bring to life quality and craftsmanship. And please note, we are not looking for a MAGNUM Double, which is a double layer of caramel sauce and chocolate sauce sitting under the outermost chocolate layer. Your invention needs to have a single layer of chocolate.

Please refer to Specific Guidelines to ensure your invention meets the criteria.

Please answer the following questions:

  1. What is the overall inspiration for your new ice cream?
  2. The ice cream: What ice cream did you select and why?
  3. The outer chocolate layer: What type of chocolate did you choose? What’s the significance?
  4. Any other inclusions (for example swirl/pieces on the outside of the chocolate): Why did you include them and what is the relevance? Remember, you can include a swirl of sauce in the ice cream and/or pieces on the outside of the chocolate. Pieces cannot be included in the ice cream.
  5. How does this new concept communicate quality and craftsmanship?

We’d love for you to be as creative as you’d like and invent the next new MAGNUM ice cream. Please remember to tell us the stories behind your new ice cream that shows MAGNUM’s commitment to quality and craft.


The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.

Here are some tips to think about when designing the next MAGNUM ice cream innovation:


  • How does your new MAGNUM ice cream tell the story of MAGNUM’s commitment to quality and craft?
  • Is it based on different cultures and traditions that are not mainstream?
  • How are the ingredients different?
  • Can we trace the source of the ingredients?
  • How are the flavour combinations new?
  • What else can your ice cream stick look like or do?


  • How could we use the pack to show your idea?
  • How could packaging make the content even more enticing, mouthwatering or surprising to discover?
  • How can the packaging support your concept?


Jury's Prize

  • #1 Prize €3,000
  • #2 Prize €1,500
  • #3 Prize €500


PDF 3 pages: 1st page a visual your new ice cream, 2nd page a visual of the ice cream packaging, 3rd page answers to the questions.

Winning Criteria

MAGNUM will award prizes to the most original and interesting new ice cream innovations that express the epitome of quality and craft for MAGNUM. We are looking for ice creams that will excite people so that they’ll be willing to pay more for that indulgent and pleasurable experience of eating a MAGNUM.


Guidelines for this contest

  • Entries must be in English only.
  • Your entry should include a visual of your ice cream, its packaging and answers to the questions above.
  • Your new ice cream idea has to be in the MAGNUM shape. Please click here to see what a MAGNUM ice cream looks like.
  • Your idea must include ice cream coated in chocolate, but you are free to suggest flavor and flavor combinations of each
  • Your idea can include swirls of sauce in the ice cream or pieces in the chocolate but neither is mandatory
  • Pieces cannot be included in the ice cream, you can only add them on the outside of the chocolate
  • Please do not submit ideas for a MAGNUM Double.
  • Your ice cream innovation must not have alcohol in it.


  • Selected entries will be used on the Internet. Authorizations and licenses to use protected elements (incl. music, photos..) must be compatible with Internet broadcasting. You must be able to provide a written proof of these authorizations and licenses at any time.

eYeka standard guidelines

  • Do not show any personal details in the entry (name, contact number, e-mail address, etc.).
  • Keep the source files / working files of your entry until the winners have been announced as they may be needed.
  • Your participation must comply with the rules you accepted when you joined the contest.
  • Your entry has to be your own work to be considered into the contest. If you have included protected elements (music, photographs, designs, fonts, etc.), make sure to fill in the Legal Information section when you upload. You may be asked to provide the authorizations and licenses to use such elements.
  • You must be able to provide the written authorizations from each of the authors and actors who have contributed to the entry.
  • Do not depict sexual, violent, religious, political content or any illicit content as per the rules.
  • Any entry that fails to comply with these rules will not be considered for the contest.