Trying to get Magnum Streets ahead

A multi-million-dollar campaign for Magnum, Cornetto and Paddle Pop will hit the streets this week.

In a bid to link the brand on the wrapper with that of its maker, Streets will shed the traditional supporting role of its name, moving it to the fore with a campaign tagline "Nothing beats Streets" laid over the Streets logo of a beating heart.

It will be the first time the firm, owned by branded goods giant Unilever, has campaigned to reinforce the Streets brand in either New Zealand or Australia, and marks its biggest push in the region for years.

"What we needed to improve was the link between Streets and the key brands that make up the Streets family: Magnum, Cornetto and Paddle Pop," said general manager of marketing and development David McNeil.

Four new television commercials developed by Streets' long-term agency, McCann Erickson Sydney, will run until December, with a revised version of the Paddle Pop "Alpine" commercial. Streets will spend $1 million on New Zealand advertising, compared with A$6 million ($6.5 million) on Australian ads, but also poured $1 million into the New Zealand production of the commercials.

The four adverts were filmed over five days by Film Construction. Streets said cost played a big part in the decision to film here and logistics were a contributing factor.

The icecream company is targeting a bigger share of the $100 million New Zealand impulse icecream market, of which it has a 35 per cent share.

Fonterra-owned Tip Top dominates the market with a share of about 64 per cent.

McNeil said where last year was about innovation, as well as building the strength of the company's core brands, the latest campaign marked a change for the company.

"In 2005, we are focused on bringing the fun back into icecream."