BIG STEPS 8: Magnum Ice Cream

Another example of a company that has embraced BIG STEPS in updating their packaging design. Magnum celebrates 25 years by demonstrating courage to change and take Big Steps. Way to go Magnum!

(Above) Magnum’s Ooh Flow package to celebrate 25 years.

Compare the old (left) to the new (right). These designs are in Prague shops now.

All of the new packages have the new Logo with a large M in a circle. All eyes go right to it.

Metallic rainbow colors that shift with the light.

The Ooh Flow package. Sparkly, reflective, futuristic. The biggest step taken.

And they have further functions that can be fun with a little imagination. This is a great way to engage consumers, involve them in the experience in both directions: Wrap the sparkly silver wraper around and apple and you’ve got a disco ball!

The Point: Have the courage to change. Have the courage to take your company`s designs above the mundane. Life is too short to be surrounded day and night by visual pollution. And even more importantly, it is about survival of your brand. Frankly, with the internet rewiring people’s brains at an ever-increasing rate to expect, and demand, greater customer-centricity, then to NOT make big changes is probably the more cowardly approach.