That crack—Magnum ice cream’s sonic logo inviting you to break into something delicious. Your entrance into the taste of Belgian chocolate, followed by velvety vanilla, and maybe the crunch of almond. It’s so decadent and indulgent—you have to take a moment.

That’s what Magnum ice cream asked listeners to do in an audio campaign for its line of ice cream bars, including new Duets.

The Goal: Make mouths water with the power of audio to introduce the new product to listeners.

The Result: Millions of impressions, an event attended by thousands, and lifts in brand sentiment and purchase intent.