Ice cool: An icecream for big kids

A Streets Magnum ice cream.

The icecream market used to have a gaping hole when it came to adult appeal. Then along came the Magnum.

It's been an interesting marketing attempt to make icecreams sexy and appeal to an ever-ageing population.

Aimed at those seeking a dessert treat, rather than people trying to get cool in the afternoon sun, the Magnum has gained popularity and spawned a host of competing brands such as Moritz and the triple dipped Memphis Meltdown.

The Magnum is essentially a larger version of the American Good Humor bar, or New Zealand's beloved Topsy. But the icecream and the chocolate coating are richer and creamier. It is also no mean feat to get that much icecream to stay on a small wooden stick.

Then a couple of years ago, Magnum raised the stakes once more with the Seven Deadly Sins limited edition campaign with seven icecream flavours, each named after the deadly sins listed in the Bible.

The range was soon joined by the Austin Powers-influenced Sixties Nine limited edition, with flavours such as Candy Warhol, Jami Hendrix, Chocwork Orange, Peace ManGo and Cherry Guevara.

Those five were the more pleasant of the bunch; the others were Woodchoc, John Lemon, the obnoxious Cinniman on the Moon and Guava Lamp.

This year, vodka-flavoured Illicit Vodka Cranberry Magnums arrived in shops for a 10-week promotion, causing a furore among anti-alcohol campaigners. The product contained no alcohol but was seen as encouraging children to drink alcohol.

The Magnum icecream has even made it on to advertising guru Kevin Roberts' list of "lovemarks" - brands that reach the heart as well as the mind - with products such as Grolsch beer, Vogels bread and Coca-Cola.